Answer to Question #295506 in English for Matteo

Question

In the advertisement of Glutamax’ “Your Fair Advantage” campaign ad is a more insulting play on the common marketing message of similar products in the Philippines which suggest that women with whiter skin are considered to be more attractive. It said that this Advertisement was unethical ad.

Answer this following questions:

a. Why do you think ad is unethical?

b. How it could possibly be received by certain groups?

c. what would be a better way of presenting the ad?

Answer 1

a) It is unethical since it advertises that using whitening products to subject oneself to colonial beauty standards is somehow empowering for women, only showing how the brand has completely missed the point of their critics.

b) It was received negatively by people of different races especially the blacks while to the whites they took it as being regarded as special. Of the person, as a dermatologist, I strongly denounce this kind of advertising that promotes whiter skin as being more beautiful and generally more successful in life. Dermatologists promote clear, healthy skin through lifestyle and proper skincare. Whether you have white skin or dark skin, we would always advocate for a regimen that keeps you safe and protected but also show off natural, radiant skin.

c) It would be safer to remove the words such as whiter skin to avoid the ambiguity of the ad and not appear like it's promoting racism.