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THE COLOR OF BEAUTIFUL: THE CASE AGAINST SKIN WHITENING
by
Shilpa Gopinath
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2012
Copyright 2012 Shilpa Gopinath
Object Description
| Title | The color of beautiful: the case against skin whitening |
| Author | Gopinath, Shilpa |
| Author email | sgopinat@usc.edu;sgopinat@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-05-10 |
| Date submitted | 2012-05-10 |
| Date approved | 2012-05-11 |
| Restricted until | 2012-05-11 |
| Date published | 2012-05-11 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Jackson, Laura Smith, Erna |
| Abstract | In the quest for beauty, women continually spend billions of dollars annually and make the beauty industry a lucrative one. This paper will explain why beauty is such an important aspect of a woman’s life and why they go to extremes to attain it. Because the target audience for the beauty industry is extremely broad, this paper will focus on one target: women of East Indian descent. ❧ The prevailing beauty issue for an Indian woman is skin color, so the focus of this paper will specifically examine the skin-whitening segment of the beauty industry. It will explain theories as to why fair skin is deemed beautiful in the Indian culture, the messaging and public relations campaigns of well-known beauty brands, an industry expert opinion, and suggestions for a public relations campaign to change perceptions of beauty in India. The goal of this thesis is to broaden the definition of beauty for Indian women with research behind the perceptions of beauty and suggestions for improvement. |
| Keyword | beauty; public relations; beauty PR; skincare; cosmetics; marketing; communications; skin whitening |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Gopinath, Shilpa |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-GopinathSh-849.pdf |
Description
| Title | Page 1 |
| Full text | THE COLOR OF BEAUTIFUL: THE CASE AGAINST SKIN WHITENING by Shilpa Gopinath A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Shilpa Gopinath |
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