I, Consumer

What is so very shameful about product advertisement in Pakistan is the extensive use of western models. It is as if a white and blonde person gives a certain prestige and credibility to that product that a brown cannot. The amazing part is that these products are being promoted to a brown population. Why must a shampoo ad in Pakistan use European models? Why would I be more inclined to drink milk if I watched a blonde man drinking it too on TV? Is there a hidden hope in my mind that by drinking milk being promoted by that blonde man, I too will become like him – muscular, tall, blonde, white and operating a yacht in clear blue waters?

Sadly, advertisement agencies know their market. And so they know that our population is enslaved to the supremacy of a particular skin tone. They build their ads to tease the inferiority complexes ingrained in our very being. White is success, black is failure. The new MBA advertising manager in Pakistan who suggests using black models to promote a skin moisturizer in Pakistan will not only be quickly shown the door, he might also be shot at as he leaves.

Fair&Lovely is the most obscene example of our slave mentality and complexes. On my recent trip to Pakistan, I skimmed through a glossy copy of ``Youth`` magazine, which is geared towards Pakistani teens. At the back cover of that magazine was the full page ad of Fair&Lovely. Apparently Fair&Lovely was making trips to more than 250 colleges and universities in Pakistan , promoting successful life through fair skin under the shameless guise of providing educational scholarships to girls! What a shame!

Since most of the purchasing power for such products rests in the hands of a tiny affluent middle to upper-middle class, it is fair to say this class promotes such shamelessness rather than the ad makers who merely respond to market demand. It is a pity that this is the educated class as well!

Re:shah2

[.......is it b/c pakistani hate darker dravidians of south india?...]

Is that so? I thought Pakistanis hate the fair skinned, tall, aryan brahmins and rajputs in North India as their rivals.

Fair skinned , tall and HENCE handsome!! Isn`t this is the seed of apartheid that is implicit in the attitude of most of the Paki and Indi idiots!!!

Cricketers, entertainers, even brides and grooms should start wearing those old Radiohead T-Shirts which said ``Im not a target market.`` :).
Good one Farheen. The NS5s galore alright.

Fair & lovely sponsors many of the pak india cricket matches specifically ....is it b/c pakistani hate darker dravidians of south india?

Hopefully the future parents can brighten up their children due to modern Genetic TECH. When done on mass scale it may be far cheaper than and poor people can also afford. Even if its costly it may be cost effective in long term. Fairer looking people get good treatment and better job prospects. At this time may be only rich can afford to brighten up children but tech on mass sacle make things very cheap. Just 25 years ago very few people have even desk phone but now many has cell phone. Modern technology can make miracle.
Good morning and good luck.

It is when they see all these glitzy, glamorous and at times, sing along ads, that they come to know of the existence of a product.

In the 80`s and 90s when I was growing up there was only one channel. The 3 commercials which I can never forget:

1. Rafan Jelly Crystals - This featured some happy children and their mother making green, yellow and orange jello. I dont think there was a song but this commercial had a huge impact on me and my whole family because whenever we had custard my mother would add Rafan Jelly crystals to it along with cake and Fiesta and pineapple and it was really good.

2. Kiwi Shoe Polish - This one had a song which a very attractive school teacher with long black shiny hair who sang a question to her students: ``Pyare Bacho Kivi Kya hai?`` and then the children and I would sing back: ``Kivi ek parinda hai.. Kivi ek Parinda hai..`` But somehow they made this transition to shoe polish.

3. Life Insurance Policy: This one was weird but the song was very catchy. It featured a girl singing: Aye Khuda Mere Abu Salamat Rahain...`` And then after her song there was this mention that just in case her prayer is not answered there is always life insurance policy that will keep your orphan children singing after you are gone. I found that a bit disturbing but it was catchy.