BRAND COMMUNICATION: Fairness leads to self-confidence and success in
life Target Audience: Low & Middle Class consumers http://www.youtube.com/watch?v=fHhKqgOiAs0 http://www.youtube.com/watch?v=L0_h31E9t30
The ad reinforces the cultural norm of power distance, which has a rating of 7.199 and the concept of inequality in the context of women It plays on the Self-esteem norm, which was the second most dominant value- it shows that it is important to have self confidence and thus resonates with the dominant belief Cooperation as a dominant belief is also hinted at, as the Fair and Lovely is given to the protagonist by a friend The need for Individualism is portrayed as the end result is a confident, go-getter type of woman It introduces the norm of Personal grooming, which is given a low rating of 3.371 The high rating given to Utilitarianism(7.423) is acknowledged, and cognitive benefits are also conveyed FAIRNESS CREAM- Fairever BRAND COMMUNICATION: Fairever gives women the confidence to write their destinies and become successful Target Audience: Low & Middle Class consumers http://www.youtube.com/watch?v=fHhKqgOiAs0 http://www.youtube.com/watch?v=L0_h31E9t30
Shows that women can control their own fate- resonates with the low rating given to Fatalism( 4.397) Reinforces the Self-Esteem norm, by communicating that self-belief is needed to write your own destiny Co-operation, a dominant cultural norm, is not used in the communications By showing women as the enpowered, it goes against the prevailing cultural norm of inequality The norm of Individualism is enforced, as the women makes her own decisions, often against the wills of family Introduces the cultural norm of Personal grooming