A STUDY ON THE INFLUENCE OF FAIRNESS CREAM ADVERTISEMENTS ON THE PURCHASE BEHAVIOR AND BELIEF SYSTEM OF YOUTH IN MYSORE

Racial stereotype is one of the traditional myths which have affected the society since decades all over the world. We cannot deny the fact all forms of media have significantly contributed in reemphasizing such beliefs. Advertisements have no exception. Indian media and commercials also give lot of prominence to fair skin tones. Thus the strong persuasive nature of advertisements plays pivotal role in shaping the opinion of people. This paper aims to study the influence of fairness cream advertisements on the behavior and belief system of the youth in Mysore. The motivation behind the study is to discover whether the fairness commercial persuades society's opinion about racism, obsession for fair skin, and fascination to fair skin, as the stereotype ads portrays fair skinned people as a personality with confidence, smartness, highly influential, magnificent and elegant outlook, etc. The researcher proposes to use quantitative research approach. Structured questionnaire will be distributed to collect primary data. Collected data will be an analyzed.