i)             FAIR N LOVELY

For the past many years fair and lovely advertisements have been portraying fame and fortune related to fair and beautiful women. The roles of males in the mass media have been shown to be dominant, active and authoritative, while females have been shown as passive, dominated and conquered by men. Hence top models appear in these ads that imply that talent, individuality and intellect are only secondary and useless without a fair complexion; a potentially hazardous message is conveyed to the audience especially young girls. The advertisement of fair and lovely is humiliating to the women as it has clearly pointed the discrimination on the basis of the color as well as also have pointed that success in the leading fields are due to fair color rather than intellectual ability.