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

Farhad Uddin

doi:10.34257/gjmbrevol21is4pg5

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.

Highlights

The Pleasure and pain are connected to the human
Even they do it in mental state, and as his concept beauty does not exist in things
Cosmetic companies signs the original meanings that they contain, we have like Unilever, through their advertising, are selling the encoded through our cultural environment, our preperception about beauty on which colonial white- accumulated experience, knowledge, etc

Summary

Introduction

Media contents have persuasive power and long lasting effects on the cognitive process of individuals. Cosmetic companies sell the perception of general people about beauty through their advertisements and reinforce it to promote their business. On May 25, George Floyd, a black man, was murdered by Derek Chauvin, a white Minneapolis police same thing as other cosmetic companies do in their advertisements looking like old wine in a new bottle (Sharma, 2020) It has added 'Glow' to its products like Glow & Lovely Advanced Multivitamin, Glow &. The research reveals a close relation between the perceptions of general people about beauty and the meanings of the ‘signs’ used in the sampled advertisements. The relationship between the made without any basis of systematic research It is meanings of the ‘signs’ and perceptions of general necessary to employ a systematic analysis of the people about beauty has been found out. For the convenience of the research meanings of the ‘signs’ used in the sampled taking 6 scenes from each advertisement, total 12 advertisements scenes have been selected to analyze

Representation that these also have a broader cultural meaning

VIII. Discussion on Both TVCs

Conclusion