Impact of TV Advertisements of Skin Whitening Products on Mental Health in India
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This research proposal addresses the problem related to impact of advertisements of the products of skin whitening, on the mental health of people in India. The research proposal discusses the research aim, research question, and possible user of research, potential benefit of research and importance of research proposal.
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Proposed Research Title “Analysing the impact of television advertisements of skin whitening products on the mental health in India”
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Contents Introduction.................................................................................................................................................4 Literature background.................................................................................................................................4 Aim of research...........................................................................................................................................5 Research methodology................................................................................................................................5 Significance of research...............................................................................................................................6 References...................................................................................................................................................7
Introduction This research proposal addresses the problem related to impact of advertisements of the products of skin whitening, on the mental health of people in India. The research proposal discusses the research aim, research question, and possible user of research, potential benefit of research and importance of research proposal. Additionally, this research proposal demonstrates the research methodology, and conclusion. The part of research methodology explains the decision of the methods that will be required to conduct the research task in an effective manner. Literature background Themainproblemisthatbecauseofsuchadvertisements,theproblemofcolourism, discrimination and other things can arise. The skin fairness product industry has criticized to perpetuate the racism and social inequality by reinforce beliefs regarding the advantages of skin fairness for cultural capital. From the research on the skin whitening creams businesses, it has analyzed that they do big businesses, and practices amongst the women in India. These businesses found influencing the physical and mental health of the individual women especially, for the ones who use these products. According to some authors, it has been determined that skin whitening creams or products often lead to physical deformities or known as skin burns. These lead to the negative impact on the mental health of the person, like in the cases when a person’s skin is naturally dark (Choma and Prusaczyk, 2018) According toHemal,Phillippaand Nadia et al(2017) it has analyzed that the women in India are more particular and conscious regarding their skin color, or glow in the skin. Due to this, they give importance to the skin-whitening creams introduced by the big fairness companies, and this creates issues in relation to the context of the views and perceptions of Indian consumers (Suvattabnadilok, 2014). Several studies have revealed the concept of colorism, which is central to the lives of adolescents as a major health concern. It has observed that colorism often privileges those with the lighter skin, and amongst other racial groups. The issue of colorism often relates or intersects with sex
as a lighter skin tone is assumed as the key component of global beauty. Thus, the practice of skin lightening in India is identified as serious health issue. Adolescents have observed as critical period of physiological and sociological development. Therefore, these aspects determine the impact of the television commercials of the skin whitening creams on the mental health of women (Craddock, Dlova and Diedrichs, 2018). The authors in their study, after analyzing the scenario revealed the fact that skin lightening is considered a psychological and social problem; rather it is more a public health issue. It has been found that the Indian obsession with the fair skin is obvious and often identified as a major issue in the Indian society. Women feel their life to be perfect if they have perfect skin, as it creates a positive attitude in their minds (Dlova et al., 2015).On the other hand, it was observed that the dark skin colour conflicts with the idea of their beauty and personal success. Thus, the discussion will enlist the factors or aspects related to the skin color, discrimination, and the impact on the self-esteem or mental health of women. The issue needs to be addressed with the targeted interventions specifically to the young and married women in India. Thus, the intervention needs to be discovered to accomplish the aim of changing the perception of the people towards their skin color or fairness (Parameswaran and Cardoza, 2009). Aim of research The major aim of the research proposal is to find out the influence of TV advertisements related to the products of whitening the skin, on the mental health of people in India (Jacobs, et. al, 2016). It is observed that the research is mainly based on the assessment of the impact of these businessesonIndian society, andfurther analysing thefact which forms the base of mentalities or belief systems of these women regarding their beauty and personal success. Research methodology For analyzing the influence of TV advertisements related to the products of whitening the skin, on the mental health of people in India, the qualitative research is useful. The qualitative research will facilitate identifying and observing the usage of the skin whitening and changes in the though-process and belief systems of Indian women.According to the qualitative research conducted within Indian society, that one element, i.e. ‘melanin’ is responsible for the colour of
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skin and it has been found that skin colouring or whitening agents work by reducing the content or presence of melanin from the skin of women (Jones, 2019). Significance of research Theresearch proposalis significant to the readers as it assured them explaining the value of an assignment and the expertise. It is required by the readers to be ensure that it is not impractical part of writing; though, the reflective effort ofresearch, which will be extremely importantfor learning. The research contributes a vital role towards analysing the negative effects on the health, specifically mental health of women in the Indian society. Therefore, the section presenting a review of literature in the above part of proposal stated that more than 40%of the women’s mental health was affected after the use of skin whitening creams or products available in the market such as fair and lovely creams (Nagar, 2018). Conclusion To conclude the above discussion it has been analysed that the skin whiteners businesses or markets in India has continued to rise and grow over years. This has observed due to the reason of increased favouritism towards the skin whitening products by the young generation and women within Indian society.Moreover, the industry in India is engaged in making huge investments in the advertisements and other aspects of the skin whitening creams. Thus, the above proposal has stated about the impact in terms of the elements such as colorism, and discrimination, amongst the women in different parts of the country.
References Choma, B.L. and Prusaczyk, E. (2018) The effects of system justifying beliefs on skin-tone surveillance,skin-color dissatisfaction,and skin-bleachingbehavior.Psychology of Women Quarterly,42(2), pp. 162-177. Craddock, N., Dlova, N. and Diedrichs, P.C. (2018) Colourism: a global adolescent health concern.Current opinion in paediatrics,30(4), pp. 472-477. Dlova,N.C.,Hamed,S.H.,Tsoka‐Gwegweni,J. andGrobler,A. (2015)Skinlightening practices:anepidemiologicalstudyofSouthAfricanwomenofAfricanandIndian ancestries.British Journal of Dermatology,173, pp. 2-9. Jacobs, M., Levine, S., Abney, K. and Davids, L. (2016) Fifty shades of African lightness: a bio- psychosocial review of the global phenomenon of skin lightening practices.Journal of public health in Africa,7(2) Jones, A. (2019)Skin Lightening: India’s obsession that is becoming a medical problem. [online] Available from: https://scroll.in/pulse/850030/skin-lightening-indias-obsession-that-is- becoming-a-medical-problem [Accessed 10/03/19]. Nagar, I. (2018) The Unfair Selection: A Study on Skin-Color Bias in Arranged Indian Marriages.SAGE Open,8(2), p.2158244018773149. Parameswaran, R. and Cardoza, K. (2009) Melanin on the margins: Advertising and the Cultural Politics of Fair/Light/White beauty in India, 11(3), p. 213 Suvattabnadilok, M. (2014) Skin whitening products purchasing intention Analysis.Research Journal of Business Management, 8(1), pp. 28-42.