Representation of Black Women in Beauty Commercials: A study case on Beyoncé's portrayal of black women in L'oréal commercials.
Author
Abdi, Amal Mohamed
Term
4. term
Publication year
2019
Submitted on
2019-05-31
Pages
44
Abstract
Dette speciale undersøger, hvordan sorte kvinder fremstilles i mainstreammedier, med fokus på overseksualisering, whitewashing (at lysne hudtone eller ændre træk) og især colorisme (præferencer og bias baseret på hudtone inden for samme gruppe). Studiet beskriver et hierarki, hvor lyshudede kvinder oftere fremstilles som attraktive og indflydelsesrige, fordi de passer til eurocentriske skønhedsidealer, mens mørkere kvinder oftere møder stereotype fremstillinger, som den 'vrede sorte kvinde', eller får deres billeder lysnet og træk ændret. Samtidig peger specialet på gradvise ændringer, hvor mørkere kvinder får større synlighed og succes på tværs af underholdnings- og modebranchen og udfordrer etablerede skønhedsnormer. Inden for specialiseringen Forbrugeradfærd og Markedskommunikation anvender forskningen en kvalitativ tilgang ved at analysere fire reklamefilm med sangeren og skuespilleren Beyoncé Knowles.
This thesis examines how Black women are represented in mainstream media, focusing on over-sexualization, whitewashing (lightening skin tone or altering features), and especially colorism (preference or bias by skin tone within the same racial group). The study discusses a hierarchy in which lighter-skinned women are more often presented as desirable and influential because they align with Eurocentric beauty ideals, while darker-skinned women are more likely to face stereotypical portrayals, such as the 'angry black woman', or have their images lightened or features changed. At the same time, the thesis notes gradual shifts, with darker-skinned women gaining visibility and success across entertainment and fashion, challenging long-standing beauty norms. Within the specialization in Consumer Behavior and Market Communication, the research uses a qualitative approach by analyzing four commercials featuring the singer and actress Beyoncé Knowles.
[This abstract was generated with the help of AI]
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