“The Fairest of Them All”: analysis of skin whitening advertisements in Malaysian English women’s magazines / Mokhtar Muhammad and Irfarina Ahmad Nazli.

• Main Authors: Muhammad, Mokhtar, Nazli, Irfarina Ahmad
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Shah Alam: Faculty of Communication and Media Studies (FCMS) 2018
• Subjects: Language and languages; Content analysis (Communication); Reader-response criticism. Reception aesthetics
• Online Access: http://ir.uitm.edu.my/id/eprint/30199/1/30199.pdf; http://ir.uitm.edu.my/id/eprint/30199/

Women have desired to attain fair skin for countless of decades, a beauty standard culturalised by the mass media. There has been a deep traditional belief that fair skin is associated with higher social status and wealth, creating a preference for fair skinned women, regardless of gender. To unders...