Question
Many Indian advertisements today face criticism for misleading claims, exaggerated promises, or ethical violations, leading to ASCI interventions (for example, fairness creams, health supplements, online gaming or fantasy sports ads).
Select any one such case and critically examine the advertisement in terms of advertising classification, critique, and ethical responsibility.
(Relevant Units: Unit 3 - Classification and Critique of Advertising; Unit 15 -Advertising Ethics and Codes; Unit 14 - Laws for Advertising)
Answer :
Word Count : 527
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Skip in 10
The case of fairness cream advertising in India, particularly the long-running campaigns of brands such as Fair & Lovely (now rebranded as Glow & Lovely), provides a significant example of misleading claims and ethical violations that attracted criticism and intervention from the Advertising Standards Council of India (ASCI). These advertisements traditionally portrayed dark skin as a social disadvantage and promised transformation in complexion leading to success in employment, marriage, and self-worth, thereby raising serious concerns in terms of advertising classification, critique, and ethical responsibility. From the perspective of advertising classification, fairness cream advertisements fall under consumer goods advertising with strong emotional and persuasive appeals. They primarily used transformational advertising by linking the use of the product to life-changing outcomes rather than focusing on functional attributes. The ads relied heavily on symbolic and psychological appeals, especially aspirational and fear-based appeals, suggesting that lack of fair skin leads to rejection, failure, and low confidence. Such
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