Abstract
The following paper aims to identify and analyse the hidden undertones of representation, over-sexualization, whitewashing and most importantly colorism. Mainstream media is saturated with images of black women, which can be perceived questionable. Black women are often posed as too sexual and erotic, given an animalistic demeanor. However, within the minority of black women, there is a vividly debated hierarchy. Black women with a lighter skin tone are often more favored, due to colorism. Resembling an Eurocentric ideals of beauty has it perks. The lighter skinned toned women are far more likely to create an impact, while being portrayed as desired and attractive. The darker skinned toned women fail to fit into the mold of Eurocentric Beauty, and their dark skin often subjects them stereotypical depictions and clichéd portrayals, such as the ‘ angry black woman’. Nonetheless, darker-skinned toned women are often whitewashed, or have their face features alternated. Yet, changes are slowly but steady emerging, as darker-skinned toned women are rising to the top in every sector of the entertainment and fashion industry, challenging beauty and society norms. Within the specialization of Consumer Behavior and Market Communication, the thesis has conducted an qualitative research study, examining four different commercials, featuring the highly famous singer and actress - Beyoncé Knowles.