Abstract: In Asia skin tone and whitening techniques were desirable and well described throughout the history. Indonesia is not an exception. The traces of whitening methods, portraits of ideal...Show moreAbstract: In Asia skin tone and whitening techniques were desirable and well described throughout the history. Indonesia is not an exception. The traces of whitening methods, portraits of ideal woman could be found in Indonesian literary works, legends as early as in ninth century as well as in modern literature and women’s magazines. Given the obsession of being white priority, the number of TV advertisements for skin-lightening products flooded the market and the need for them is intensely growing. The Indonesian beauty market is one of the fastest-growing beauty markets in Asia. Indonesian women follow the trend of being white shown in TV ads, but what can the content of these ads teach us about the reasons why people want to be whiter, or about the advertisers’ assumptions about those reasons, is still not well researched. This current study will try to contribute to the scientific knowledge in this field. The aim of this study is to investigate the possible ways of explaining the desire for whiteness by looking at the various positive associations which whiteness has for Indonesians. These positive associations include genetic excellence, hygiene and health, wealth and status, race, cosmopolitanism, the power of looks - “lookism” (discrimination or prejudice on the grounds of a person’s appearance), culture, social conformism, tradition (old cultural ideas in written and oral literature), modernity and try to trace them in four selected (two local brands and two international ones) contemporary TV whitening advertisements in Indonesia. The majority of these positive associations have their roots in antiquity and are not products of colonialism or modernity. Nevertheless, most of the TV skin whitening commercials in Indonesia (here, based on four examined ones) are constructed around modern ways of reasoning.Show less
