Darker shades of “fairness” in India: Male attractiveness and colorism in commercials

@article{Mukherjee2020DarkerSO,
  title={Darker shades of “fairness” in India: Male attractiveness and colorism in commercials},
  author={Sayantani Mukherjee},
  journal={Open Linguistics},
  year={2020},
  volume={6},
  pages={225 - 248}
}
  • S. Mukherjee
  • Published 1 January 2020
  • Sociology
  • Open Linguistics
Abstract The skin-lightening products for men in India and their mode of advertising have been shaping the concept of attractiveness for Indian men by portraying lighter skin tone as the most fundamental quality of being attractive, always desirable, and successful. Although women’s skin-lightening products in India have received attention by a few scholars lately, men’s products are still underresearched. Hence, this study aims to investigate the issue of colorism augmented by television… 
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