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Abstract

The concept of white-washing means to lighten and digitally manipulate a person’s skin tone to form them appear more sort of a white person’s skin tone. It describes a situation in which the skin tone of non-white people – when depicted in magazine covers, advertisements, commercials, music videos, etc. – is, digitally retouched or physically modified to appear whiter.This paper deals with the consequences of advertisements for beauty products on consumers and analyzes why these actions happen and whether society is during a position to vary these negative factors. Several studies have demonstrated that beauty advertisements have negative effects on consumers self-esteem and self-image.

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