M. Nagendra,
Asst Professor, Dept of MBA, Brindavan College.
Day by day new fairness
products are coming and women are more worrying about their fairness. Even
MNC’s are launching the fairness products entering into India market. For
promoting those products they are using advertisements and in that many
advertisements are conveying to the Indian women that, if you are dusky social
interaction will be the problem but if you use our fairness product your
psychology will change like get positive attitude, will become self motivated
person, will feel more confident, get good proposal, become model in future
etc. Media is playing the vital role to attract the Indian women towards the
fairness products. Advertisements are kept on repeating and conveying that
Dusky people will not shine in their life. This research concludes that, Indian
women are well aware that fairness products will not bring any changes in their
complexion and most of the respondents felt that being a not fair is not going
effect the social status. In spite of that also, Indian women are using the
fairness products. Regarding psychology changes, fairness of one person will
affect the psychology of that person certain level, like confidence level
increasing etc., Advertisements of fairness products are not having any impact
on psychology of Indian women, but there is a chance in the future, young
generations are watching such advertisement again and again. Definitely
advertisements of fairness product will give negative impact about dusky people
in the mind of young generation.
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