An exploratory study of advertising's role in young Indian women's desire to be fair-skinned beauties and their consumption of skin-lightening products

Master's Thesis from the year 2006 in the subject Communications - Public Relations Advertising Marketing Social Media grade: A University of Leicester course: MSc Media and Communication Research language: English abstract: Using theories of advertising and body image the proposed area of study concerns itself with the behaviour of skin-lightening among young women in India. By applying a survey my study aims to explore young Indian women's attitude towards and reasons for lightening their skin. In particular this study aims to demonstrate which role advertising plays in young Indian women's consumption of fairness products and their aspiration for being fair-skinned beauties.