BS (Social Sciences & Liberal Arts)

Faculty / School

Faculty of Business Administration (FBA)


Department of Social Sciences & Liberal Arts

Date of Award


Date of Submission



Dr. Sheba Saeed, Assistant Professor, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


This thesis aims to study the representation of women in fairness cream television advertisements. For that purpose, I have visually analyzed women’s representation in Fair & Lovely (2017) and Olivia (2017) Fair & Beautiful fairness cream’s television advertisements. In the process, a comparative analysis of the two advertisements was also conducted. Themes of stereotypical femininity, male gaze, female portrayal, gender behavior, therapeutic cure, and modern-day technology were explored. Scholarships of Bordwell (2004), Rose (2016), and McClintock (2005) were used for deconstructing the narratives and decoding layers of meaning within the advertisements. The center argument of this thesis is based on how Fair & Lovely (2017) and Olivia (2017) Fair & Beautiful fairness cream have introduced elements of scientific technology and digital media in their advertisements but still resort to representing women in a stereotypical manner. The ideology presented in both advertisements were that of therapeutic cure against dark skin. Both advertisements capitalized on phrases and visual cue which subjugated dark skin as the disease and fairness creams as the curing entity. The results of the analysis show that women in Olivia (2017) Fair & Beautiful fairness cream’s advertisement were more stereotypically represented than in Fair & Lovely’s (2017) advertisement.



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