Ponds’ Concept of Ideal Beauty through Its Product
Ponds White Beauty
It is a common knowledge that in several cultural products, such as movies, advertisements and other texts, women have become the center of focus most of the time. We all know that advertisement is one of the most important factors for both commercial and non-commercial companies, especially for commercial companies. If the companies do not advertise their products, the society will not pay attention to the products which are sold and the company will not be able to reach their goals. That is why companies must have their own way to market and promote their products to be able to compete in the global bussiness competition. They have to market their products and reach the “goal target”, but it is not easy though. By giving what people desire for, advertisers have the best chance of arresting attention and affecting communication to the viewers. Many advertisements broadcast in media especially television have created such notions. Advertisements are trying to build a mind set towards women to buy their products. Some of them are showing the things which are being sold, for example the packaging, the picture or the function, and some of them are trying to drive the customer’s mind.
Nowadays, one of the most appealing phenomena is the promotion of whitening products. This kind of product has been widely spread out all over the world, mostly in Asian. The advertisements indirectly give the viewers a concept that underlines the concept of beauty; which is white is beauty. This notion appears to be quite influential for women, Asian women in particular, to buy their products. One of the most popular whitening products in Indonesia is Ponds. There are a lot of types Ponds products, however mostly are still focusing on enhacing women’s skin tone. Ponds Institute have established a lot types of whitening series; starting from Ponds White Beauty until the new one, Ponds Flawless...
References: Gray, Jennifer B. Althusser, Ideology, and Theoritical Foundation: Theory and Communication. The Journal of Media and Culture. Vol. 3 No. 1. 2005.
Ponds. Taken from http://www.unilever.co.id/ourbrands/personalcare/ponds.asp. accessed on 17 March 2009.
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