Glow and Lovely: â€˜Old Wine in a New Bottleâ€™

Farhad Uddin

Glow and Lovely: ‘Old Wine in a New Bottle’

Farhad Uddin * §

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University of Barishal

Glow and Lovely: ‘Old Wine in a New Bottle’

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Abstract

Cosmetic companies like Unilever sell the perception of general people about beauty through their advertisements and reinforce it to promote their business. Even they do it in disguise form using a positive name and without changing any content in advertisements. By using qualitative semiotic analysis, this research shows how fair-skinned models, white color, and white light are used in the advertisements of Unilever’s recently name changed product “Glow and Lovely” on Bangladeshi TV channels. In the ads of it, any darkness on the skin is shown as unexpected and a hindrance to beauty, success, empowerment, and equality. All of these contents promote fairness as beauty and sustain discrimination based on skin color in society. The research also reveals a close relationship between the perceptions of general people about beauty and the meanings of the ‘signs’ used in the sampled advertisements.

References

16 Cites in Article

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Farhad Uddin. 2021. "Glow and Lovely: ‘Old Wine in a New Bottle’". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 21 (GJMBR Volume 21 Issue E4).

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GJMBR Volume 21 Issue E4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M30

Submission ReceivedFebruary 10, 2021
Peer Review Double Blind
Handling Editor
Accepted March 5, 2021
Published March 15, 2021

Version of record

v1.2

Issue date

October 16, 2021

Language

English

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