Despite the vast quantities of sun-tanning products in the West, in Asia it is somewhat different.
In Hong Kong, these skin whitener adverts were quite common, but in India they are shown even more frequently.
Traditionally the rich didn´t have to work in the fields, so were paler than the poor. This left-over remnant of the “bad old days” remains in strong contrast to the West, where people blessed in warmer climes sun-bath at every possible opportunity, or those that are not, who spray on tans or sit under UV lamps to replicate an “exotic” appearance.
Interestingly, they refer to the whiteness as “glow” (equally synonymous with a tan) and about 20% of these advertisements are aimed at the male market.
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