Socio-cultural that hey are objects to be looked at

Socio-cultural standards of women’s beauty are presented in almost all forms of mass media, especially in television commercials. There is a stream of television advertisements (i.e. Fair and Lovely, Skin White, Nisha, Golden Pearl beauty cream, Dove Prickle, Dove Cleaning Milk, Face Fresh, Hoor beauty soap, see Annexure-I) that emphasizes and idealizes white o ple io as a standard of feminine beauty. Two of the several advertisements (image 1 and image 2) are shared here as an evidence of the validity of our claim.   Image 1 communicates a powerful message that women and girls with white complexion are acceptable everywhere.   Women with brown and black complexion are often portrayed gross, crude, and rejected.   These television commercials communicate a very powerful message to women in general and young girls in particular that they have to achieve fair and white complexion for their acceptance in the sexist culture.   These advertisements objectify women in several ways, i.e. the discourse in image 2 makes women and girls with white complexion as object of gaze wherever they go.   The advertisements tells women/girls that hey are objects to be looked at and evaluated on the basis of their appearance.   Our concern is that ‘white complexion’ as a beauty standard does not relate to our country as the majority Pakistani inherits brown skin color from their parents and grandparents.   Analyzing contemporary media discourse of beauty allows us to assert that defining and fixing beauty on western standards serves colonial ideology: white people believed themselves superior over color (which by proxy affirms white women superiority over women of color).   Thus, historically speaking, fixing and normalizing ‘white complexion’ as beauty standard dates back to colonial time when colonizers thought of themselves superior over the colonized (people of subcontinent).   Our assertion is that the association of beauty with ‘white complexion’ is one of those cultural influences we got from British colonizers.   During Colonial times, people of subcontinent were considered as second-class citizens and they were made ashamed of their skin color.   After the physical departure of British colonizers, these ideas of color superiority as set by western people were reinforced through modern technology, especially television.   The concern being voiced here is that this rigid beauty standard ignores that beauty is not a standardized thing but subjective status of body that may vary from group to group.   Equally important is the fact that more than one kind of beauty standards can be found within given cultural setting and social group.    Our concern then is that convincing Pakistani women/girls to achieve the beauty standards of an alien culture (white complexion) can have very negative effects, i.e. discontent and frustration among young girls.