This paper analyses how the world of advertising influences public perceptions about appearance. This article examines underlying themes influencing current fairness cream advertising and marketing campaigns targeting the Indian male audience. She compares colonial definitions of the strong male image with traditional Hindu ideas. A fair man is a confident man and a leader – this colonial belief promoted the idea that fair skin is superior.
Sudha Venkataswamy, “Transcending Gender-Advertising Fairness Cream for Indian Men”, in 20th AMIC Annual International Conference on "Taking Stock of Media and Communication Studies: The Challenges and Opportunities of Globalisation, New Media and the Rise of Asia, Hyderabad, India, 2011.