DOES DARK COMPLEXION MATTER? A COMPARATIVE ANALYSIS OF SELECTED ONLINE ADVERTISEMENTS FROM WATSONS AND GUARDIAN IN 2017

Abstract

Purpose of the study: This study attempt to analyze the frame of online advertisements from Watsons and Guardian. Both companies utilized a similar storyline in advertising its products during the Hari Raya period, however, an advertisement from Watsons had given rise to controversy and the racial issue has been raised. Methodology: This study employed quantitative content analysis and qualitative textual analysis to ensure a more reliable finding in research. Main Findings: The finding reveals that advertisement from Watsons often framed women in a negative light by 1) Defining beauty as being fair-skinned, 2) Interpreting women’s quality of relationship correlates with the fairness of their skin, 3) Framing and judging dark-skinned women as negative and unable to pursue their dream love life, and 4) providing skin whitening remedies to solve their problems. This contrasts with Guardian’s advertisement which was framed more neutral. Applications of this study: This study stressed the significance of business ethics and corporate responsibility. It is not uncommon when an advertiser exaggerates some characteristics of the advertisements in order to attract people’s attention. However, exaggerated advertisements might contain some misleading information that may influence the credibility and truthfulness of the then and future advertisements and hence could further affect the company negatively as consumers had lost confidence in the company. Novelty/Originality of this study: Most framing studies focused on types of frames, information/news sources, and slants of the frame, this study provides an in-depth analysis of the four framing functions suggested by Entman, which is less explored in the field.