Name: Francheska Orpiano EAPP

Section: 11-ABM 1 Review/Reaction/Critique Paper

Work: Digital Media-Online Advertisement

Approach/Criticism Used: Reader-Response Approach
Reference: https://youtu.be/oMEsg6WwbBQ

The SkinWhite company advertises its Power Whitening Lotion to block UV rays from
entering the innermost layer of the skin. It prevents the release of melanin to the uppermost layer
of the skin, preventing skin darkening. The Power Whitening Lotion has Vita Nourish Formula
that contains Vitamins B3, B5, E, and SPF 20. SkinWhite is a Filipino brand and has become
popular among Filipinos as it has a Power Whitening effect on the skin, and people can buy it at
an affordable price. The product is paraben-free and cruelty-free.
The SkinWhite advertisement encourages individuals to use Whitening Lotion to gain a
fair advantage. In the promotion video, the people are normally walking, a dog is running with
its owner, and a car passes by. But when they came across the SkinWhite Advanced Whitening
Lotion in the middle, the people’s clothes and skin became white and fair; even the dog and the
red car turned white. The advertisement makes it look like white skin is superior to brown or
dark complexion and that it needs to be changed and corrected. This effect of the colonial
mindset is so ingrained in our culture that there is a widespread desire to regulate skin tone
through bleaching and whitening, resulting in a demand for whitening goods and services like
bleaching and glutathione drips.
Furthermore, SkinWhite company should have created a better advertisement that
encourages people to be proud of their skin, not to display colorism. Their product label has
Power Whitening on the packaging and boxes. It should be Power Brightening, not whitening, as
the word ‘bright,’ and ‘white’ don’t mean the same thing. Moreover, the brand name,
‘SkinWhite,’ already conveys a different meaning if we analyze it more as we consider that it is a
Filipino brand and most of the consumers are local people with brown or dark skin.
In conclusion, while the campaign attempts to make people feel more confident about
themselves, it should also make them feel and believe that having a brown or dark skin tone is
beautiful. The advertisement shows that white skin tone is superior to other complexions.
Furthermore, SkinWhite provides a wide variety of skin whitening products that are suitable for
all types of skin.