Ponds’ Concept of Ideal Beauty

Ponds C erstpt of Ideal Beauty done Its Product Ponds White Beauty It is a ordinary knowledge that in several cultural products, such(prenominal) as movies, b arments and other texts, women subscribe beat the core group of focus virtually of the time. We all know that advertisement is one of the most important factors for both mercenary and non- commercial essence companies, especially for commercial companies. If the companies do non advertise their products, the society leave alone non pay fear to the products which atomic number 18 sold and the company will non be up to(p) to reach their goals.That is why companies must(prenominal) waste their own way to market and invoke their products to be able to compete in the cosmos(a) bussiness competition. They have to market their products and reach the goal scar, besides it is not easy though. By enceinte what race desire for, advertisers have the best materialize of arresting attention and affecting communicati on to the viewing audience. hu valet de chambrenessy another(prenominal) advertisements broadcast in media especially television have created such smells. Advertisements are trying to build a mind set towards women to buy their products.Some of them are showing the things which are world sold, for example the packaging, the fit or the function, and some of them are trying to assume the customers mind. noadays, one of the most sympathetic phenomena is the promotion of whiten products. This kind of product has been widely spread out all over the world, broadly in Asian. The advertisements in localisely give the informants a concept that underlines the concept of witness which is white is dish. 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 isthmus of types Ponds products, however mostly are tranquillise concentrate on enhacing womens whittle tone. Ponds Institute have established a lot types of whitening series starting from Ponds White Beauty until the new one, Ponds unflawed White. The text that is going to be discussed in this strain is Ponds White Beauty commercial that is published in India. In every commercial, Ponds understands that it is womens nature to forever want to tincture and consider splendiferous. razetually, the definition of beauty has been ruled by the media, so those who follow the prototype beauty concept will be considered as beautiful. For most women who lived in a country that once was settled by white people, beauty factor white. Since most Asian women are colored-skin (dark skin), Ponds offer of self-transformation effectively enlarges the individual to include signifi whoremastert others and must become an extension of the personality and status of their occupants. If we related to historical background, we contribute draw red line by dint of this kind of political orie ntation of beauty.Most of Asians are colonized by the Western people. Most of Western people are white, then the feeling of inferiority is seen by means of this. Self-confidence of the women in Asia has been eroded they would do anything to enhace their skin tone since they believe that being white will make them fantabulous. They can define the superior as any kind of meaning just now this superiority is only a vague fantasy. However, most of women do not realize this vague impression they still keep living in the world of imaginary that stated white is remediate than color.They make out being exposed by the lie of media, in this case advertisement. Moreover, Ponds always mathematical functions the issue of the sacred draw between beauty and romance. It can be seen from the comercial that the man is interested in the cleaning womanhood who is dancing cheerfully, since he has been staring at the woman before. Thus, when the old noblewoman says that to him, he hardly beliv es her. Instead he asks, How do you know? The old lady reply, Look at the glow The word glow means shines so bright.Our feeling is reflected on our face when we are in a good feeling, our face will look bright and shiny, it as well works otherwise. Getting unite usually identical with joyful and happiness, the bride will be face shiny, therefore the old lady relates the womans glow with the possibility that she ight be the bride. thusly there is a womans that says, real its Ponds White Beauty Skin lighten cream with detox vitamin that gives you nourish pink glow. On the top left of the scene, we can read give in love with the nourished pink glow. The underlined linguistic communication are bigger than the non-underlined words, it shows that Ponds wants to emphasize on the profit of the product (which is nourished pink glow on its users face). However, if the sentence is related to the advertisement, it can be false that the man does not actually fall in love with the wo man, preferably he falls in love with her nourished pink glow. Or it is the nourished pink glow from the product that makes the man falls in love with the woman. We cannot conclude without regarding the product since the product is there and is shown to us.The promotion of this commercial successfully hegemonizes the society (in this case the viewer, particularly Asian women) that if they use Ponds White Beauty Detox, they will be looking beautiful for they have white skin and rossy cheeks. The viewers are made to believe that the man is not actually falling in love with the woan, instead he falls in love with the nourished pink glow. Here, Ponds tries to convey that beauty is not only white or pale white, but white with rossy color on the cheeks. Hereby, Ponds claims that only them who can give the pink glow to the customers.The customers do not realize that it actually leads them to the system that legitimates their subordination since the ideology that Ponds conveys here is prom oting what so-called universal beauty that is found on western culture. The Western still becomes the rulling class, especially in its ex-colonized lands. What can be seen from Ponds commercial is the rulling class domination vs. The ruled class through imaginative representations The media in this case the commercial may be conceptualized for maintaining the ideology and thereby hegemonize the society.If there is a woman who bought the product as she is trying to extend beautiful face (white with rossy cheek color on it), then the ideology that lies behind the product is hailed successfully. The messages in the described commercial itself hail the hypothetical viewer as a young woman who tries to scotch her love back. Then the commercial also hails her as a consumer who successfully proven the effectiveness of the product. The message seek to make the viewers recognized and consume particular forms of ideology, which are to sell the product and also to sell an ideology of univ ersal white beauty along with romance.It can be seen how ideology is able to survive among those people who are following and accept it. Althussers ideological theory does allow for opposition to ideology, and the hypothetical women who watch Ponds ad may do so. The slogan of Ponds Ponds understands that a beautiful skin is always important to a woman underlies the easiness of imposing the ideology that only Ponds can make you feel beauty. In some ways, the white concepts of this cosmetic can be related to racial discrimination, since it is direct or indirect saying that white is better than not white. It is another form of racism where the mass media resents hegemonic concept of beauty (white skin) while claiming that racism is a thing of the past. Ideology is all some us, no one can escape ideology. Even when an individual wants to free himself or herself from any ideology, they are actually adapting and adopting another ideology. An understanding of its attributes and mecha nisms, in the circumstance of mass communication and other realms, may help us in evading its influence, or using it to our ends. Ads as part of cultural production is the primary pallbearer of ideology because it reaches so many people in what seems to be an innocent form entertainment.When we are being entertained in this case with the ads, our guard is graduate and we are in the most welcoming temper for any ideological programming. Cultural studies has been forced to rethink both idea of a single dominant allele ideology and the idea that that dominant ideology serves the interests of those in power. *** 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.