{"id":726,"date":"2016-04-13T00:39:52","date_gmt":"2016-04-13T04:39:52","guid":{"rendered":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/?p=726"},"modified":"2016-04-22T23:07:43","modified_gmt":"2016-04-23T03:07:43","slug":"different-skin-tones-one-flawless-ideal","status":"publish","type":"post","link":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/the-commercial\/different-skin-tones-one-flawless-ideal\/","title":{"rendered":"Different Skin Tones, One Flawless “Ideal”"},"content":{"rendered":"

In this two-page skin beauty advertisement titled \u201cSkin Genesis (L\u2019Or\u00e9al)\u201d in a 2010 U.S Vogue <\/em>Magazine include two celebrities Eva Longoria and Kerry Washington. They have different skin tones and are photographed for an advertisement for a \u201ccomplexion equalizer\u201d that is able to provide you with the best looking skin. This advertisement is promoting the beauty of minority women, in this case Latinas and African-Americans; but most importantly the \u201cattainable\u201d beauty \u201cideal\u201d of a young and flawless looking face which is also an ideal for women in China <\/span>according to Qinwei (Vivi) Xie and Meng Zhang\u2019s case study.[1]<\/a><\/p>\n

[1]<\/a> Xie, Qinwei (Vivi) and Meng Zhang. \u201cWhite or Tan? A Cross-Cultural Analysis of Skin Beauty Advertisements between China and the United States,\u201d in Asian Journal of Communications 23, no. 5 (Routledge: 2013) 546-547<\/p>\n

\"Advertisement:<\/a>

Advertisement: Skin Genesis (L\u2019Or\u00e9al). Vogue 200, no. 2 (February 1, 2010): 78-79<\/p><\/div>\n

In this first page of the advertisement the \u201cnatural\u201d beauty of these two women consists of having a flawless and non-white skin tone. The viewer can see that they do not have any acne or anything other mark that could ruin the flawless looking skin. Authors of the case study, \u201cWhite or Tan? A Cross-Cultural Analysis of Skin Beauty Advertisements between China and the United States,\u201d Qinwei (Vivi) Xie and Meng Zhang conclude that advertisements represent the \u201cideal\u201d appearance of the skin within a country.[1]<\/a> Having a non-white skin tone was not always desirable in the U.S, but it was not desirable in China. In the 1920s Coco Chanel reproduced tan skin as a trend, so skin beauty advertisements marketed to women in the U.S till this day have women with non-white skin tones.[2]<\/a> Although in this advertisement both women do not have tan skin, it could symbolize the fact that some Latina and African-American women do not need to be tan because their skin color is naturally non-white or pale. Lastly, the statement at the bottom suggests that having non-white and flawless looking skin is the perfect combination. This advertisement could possibly been one of the advertisements that was used in the case study because it is within the time frame the authors studied which is why I chose it.<\/p>\n

the visual advertisement well delivers its message of ideal appearance with non-white skin. Do explain why the non-white as model for the potential Chinese consumers? Any social, gender, ethnic indications?<\/strong> <\/em><\/p>\n

[1]<\/a> Xie, Qinwei (Vivi) and Meng Zhang. \u201cWhite or Tan?,\u201d in Asian Journal of Communications 23, no. 5 (Routledge: 2013) 541<\/p>\n

[2]<\/a> Xie, Qinwei (Vivi) and Meng Zhang. \u201cWhite or Tan?,\u201d in Asian Journal of Communications <\/em>23, no. 5 (Routledge: 2013) 538-539.<\/p>\n

\"Advertisement:<\/a>

Advertisement: Skin Genesis (L\u2019Or\u00e9al). Vogue 200, no. 2 (February 1, 2010): 78-79<\/p><\/div>\n

On this second page of the the advertisement it does not only show the actual product in a spotlight, but the words and statements used assure young and flawless skin. The advertisement includes statistics in the shape of a graph to show that the process is trustworthy, but also simple. Also states things like \u201c4 weeks to your ideal skin\u201d and the slogan especially \u201cbecause you\u2019re worth it.\u201d Not only does this advertisement advertise unrealistic expectations for a woman\u2019s skin to look like naturally, but it also makes beauty equivalent to a woman\u2019s worth. Having flawless skin is an easy way for society to value women because it is just based on appearances.<\/p>\n

denotation of text and connotation of its message: how does the ad convey its message?<\/strong> let the questions of how the ad draw viewers’ attention and why lead your analysis rather than description. For instance, why minority\/colored women as models and why the textual messages?\u00a0 <\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In this two-page skin beauty advertisement titled \u201cSkin Genesis (L\u2019Or\u00e9al)\u201d in a 2010 U.S Vogue Magazine include two celebrities Eva Longoria and Kerry Washington. They have different skin tones and are photographed for an advertisement for a \u201ccomplexion equalizer\u201d that is able to provide you with the best looking skin. This advertisement is promoting the […]<\/p>\n","protected":false},"author":307,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-726","post","type-post","status-publish","format-standard","hentry","category-the-commercial"],"_links":{"self":[{"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/posts\/726","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/users\/307"}],"replies":[{"embeddable":true,"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/comments?post=726"}],"version-history":[{"count":0,"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/posts\/726\/revisions"}],"wp:attachment":[{"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/media?parent=726"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/categories?post=726"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/courses.bowdoin.edu\/asian-studies-2076-spring-2016\/wp-json\/wp\/v2\/tags?post=726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}