Abstract
One of the most important functions of TV advertisements is to create demand for products. TV advertisements influence youth towards buying behavior. The demand of beauty care products is rising in Pakistan and is experiencing high industrial market growth rate. In contemporary era, majority of fairness TV ads exaggerate the product benefits, which often results in rousing an inappropriate demand within the respective market. The repeated exposure (frequency) of advertisement helps to boost demand of products. This research, intended to study the impact of two respective factors, namely, the product claim and the extent of frequency of fairness TV ads. It also finds out which factor has a much stronger influence on demand for fairness products. The major findings of the study revealed that there is a strong impact of fairness TV ads on their demand among university students in Karachi (Pakistan). The TV ads for fairness products holds a lasting impact on the minds of consumers and consequently leads to stimulate their demand.
TopBackground
Beauty lies in the eye of the beholder. The sensitivity regarding attractiveness is led by social influences as well as a notion of aesthetics decided by elites. Females and sometimes males go as far as possible to achieve that ‘ideal’ look. The quest for perfect looks has been as old as time itself. (Sunaina, 2016).
Moral beauty was considered to be the telos (purpose) of human virtues by Aristotle. Displays of moral beauty have been shown to inspire the moral sentiment of elevation and can cause an aspiration to become a better individual. Researches propose that by encouraging individuals to connect with moral beauty can amplify their wish to become more humane. As, moral emotions stimulate ethical behavior (Diessner, Iyer, Smith, & Haidt, 2013).
Different methods are employed to accomplish fairness in Pakistan. One of the most prominent is ‘formula cream’. It is usually made at home and often sold at beauty parlors across Pakistan. Bleaching agents are its main ingredients. Fairness products mostly contain steroids according to dermatologists, and often lead to pigmentation, telangectasias, acne, scarring, early aging, as well as massive facial hair growth. Females use these products and later wax their facial hair, which leads to loss of skin elasticity, thus leaving it old as well as saggy (“Attitude: Obsession with fairness,” 2012).
In the process of lightening the skin tone, layers of melanin are depleted from skin. It is actually a pigment which determines skin color. Darker skin means higher content of melanin. Melanin absorbs the ultraviolet solar radiation, and thus it is transformed into nontoxic heat. Its basic purpose is to protect the skin from DNA damage. Thus, it is a human’s natural defence against the UV. Fighting with nature could have detrimental effects. When the melanin layer is depleted for fairness, it also depletes healthy skin. Skin whitening creams makes the skin thin and deprive the skin of melanin. Because, skin color is strictly genetic and to some extent is influenced by environmental factors (“Attitude: Obsession with fairness,” 2012).
Key Terms in this Chapter
Government Universities: Public sector universities.
Demand: The quantity of a good that consumers are willing and able to purchase at various prices during a given period of time.
Repeated Exposure: People tend to develop a preference for things because they are familiar with them.
Fairness Products: Skin lightening products.
Cosmetics: Products used to enhance the appearance of the face or texture of the body.
Advertisement: Paid, non-personal, public communication about causes, goods and services, ideas, organizations, people, and places, through means such as direct mail, telephone, print, radio, television, and internet.
Target Market: A particular group of consumers at which a product or service is aimed.
Youth: The time between childhood and adulthood (maturity).