Fair and Lovely

Topics: Marketing, Human skin color, Advertising Pages: 5 (1499 words) Published: February 11, 2013
Case Study: Fair & Lovely
1. Is it ethical to sell a product that is, at best, only mildly effective? Discuss.

According to my opinion it is not ethical to sell the product that is at best, only mild effective because at a spur of the moment the consumer one feel it is the best but as the time goes on one understands the difference and realizes that their trust and loyalty with implicit understanding have been impeached and this may affect the brand in certain ways like pricing, promotion and may be distribution. The product fair and lovely lightens the skin which is called the miracle worker and provides the result within the four weeks of the use but dermatologist have already explained the reasons that it is never going to last forever but on the contrary it is going to have a temporary effect because of bleaching. No consumers want to buy a product that is only showing minimal changes as result. No consumer wants to buy a product that shows only a slight change as a result. buyers will think twice to buy this product, because they feel that bleaching will not be eternal if they stop using this product. if the user thinks like this, then the company should look for another alternative to keep the buyers and make his company to survive in the market share.

2. Is it ethical to exploit cultural norms and values to promote a product? Discuss.

It is not ethical to exploit cultural norms and values to, promote the product as the cultural norms and values plays an integral part in promoting the product but point should be considered. Human dignity should be taken into consideration while promoting through cultural aspects. From this case it is clearly observed that sales of the products are based on the success of advertisements. Skin colour is a powerful theme in India and much of Asia where a lighter color represents a higher status. This idea have strengthened and supported in the advertisement by taking the advantage of the dark skin of the people in India and emphasis on the benefit of having a lighter colour skin. there are different values for different culture. Marketers use these different preferences and try to attract customers by showing customers desire without considering norms and values of any culture. At that time marketers only intention is to earn profit so they try to exploit cultural norms and values. There are some rules and regulation regarding marketing promotions. There are also some rules regarding advertising. That rules describes what a marketer can do in their advertisement and what a marketer cannot do in their advertisement. It is not ethical to exploit any cultural norms or values through any advertisement. Advertisement is important for marketing promotion but by exploiting any cultural norms and values, it will not be accepted to all. If any company does this kind of acts then they will be in a risk of any legal action by any other people and that may also cause a very bad reputation for the company for the future business.

3. Is the advertising of Fair & Lovely demeaning to women, or is it promoting the fairness cream in a way not too dissimilar from how most cosmetics are promoted?

Advertising of fair and lovely is demeaning to the women because the ads were racist, they were insulting working women, degrading Human rights and clearly pointed the discrimination on the basis of the colour as well as also have pointed that success in the leading fields are due to fair colour rather than intellectual ability. It also points out that beauty is defined in context to the colour of the skin rather than the features. It also suggest that beauty plays an important role than brain in the success for the women which is a kind of degrading the moral values and principle of women. The advertisement of Fair and Lovely is different form cosmetics advertisement in general. It would have been better if the advertisements were to avoid any issues of races, preferences,...
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