Black magic. Black forces. Black humor. Well, when we use these words, should we mean anything racist? We just indicate an evil side of thins by the word black. No, itâs not racist. Then, what about skin whitening ads like this one?
We know how controversies made a visit to the Vaseline skin whitening application in Facebook. The app helped users to whiten their faces, and it was accused of racism. OK, this print ad for Skin White Whitening Lotion developed by Advantage Advertising, Jakarta, Indonesia, shows a white queen among the black army.
It is not preferable to view everything through a sensitive view point. This kind of ads should be judged by its targeted audience and its intended message. It is clear that it does not have an intention to hurt anybodies sentiments. The target audience might be white or brown people who want to make their faces more white.
CREDITS
Advertising Agency: Advantage Advertising, Jakarta, Indonesia
Creative Director: Rajesh Menon
Art Director: Duvan Desela
Copywriter: Moksa Jiwadana
Producer: Endah Juliastuti
Photographer: Jerry Aurum
