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ASSESSMENT-2

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17 views

ASSESSMENT-2

Uploaded by

2022-101745
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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For this assessment, we were given a task to choose one multimodal text that

shows culturally and politically inappropriate terms, expressions, and images. We


decided to discuss and analyze the “Belo Beauty: Pandemic Effect Advertisement” that
caused outrage online because of its insensitive and upsetting content.

https://youtu.be/rfXkbJlHgDU?si=KSOpOpT-HRu10nHX

The controversial Belo advertisement during the pandemic had a tremendous


impact since it depicted privilege and insensitivity during a time of global crisis. The
previously mentioned advertisement portrayed celebrities receiving cosmetic
procedures at a time when the nation was dealing with the aftermath of the COVID-19
pandemic, resulting in financial difficulties, job loss, and a high demand on healthcare
services. We believe that the intention of this advertisement is to highlight the impact of
the COVID-19 pandemic on various aspects of life, particularly emphasizing the effects
on skin health and beauty routines. Also, the intention is likely to resonate with
consumers by acknowledging the unique circumstances of the pandemic and
positioning the brand as a supportive partner in maintaining skin health and beauty
despite these challenges. As we further analyze the video, we think that the target
audience are those individuals who are concerned about their skincare and beauty
routines, particularly in the context of the challenges posed by the COVID-19 pandemic.
In addition, those people who are already familiar with the Belo brand and its skincare
products, as well as potential new customers that seeks solutions for pandemic-related
skin concerns.

As we proceed on the next step which is identifying culturally and politically


inappropriate terms, expressions, and images, we find five (5) insensitive approach with
this campaign. First, it supports Colorism which favors whiter skin over darker skin and
promotes using products like bleach on one skin to achieve a certain level of beauty
based on color. Second, it promotes unnecessary extra fear regarding the pandemic
and its effects on our lives and uses that fear as a leverage for consumerism. Third, it
puts down and makes fun of women who haven’t kept themselves up in the middle of a
devastating pandemic. Making fun of extra weight that they’ve put on, making fun of
extra hair growth or blemishes or whatever all things that have absolutely no bearing on
a woman’s worth. Fourth, its making light of an economy that is struggling and has long
lasting and devastating effects on its people. The last one is, it is extremely triggering for
those struggling with depression and anxiety, drawing out and nurturing deep seated
fears and insecurities.

Rather than perpetuating unrealistic beauty standards and capitalizing on fear


and uncertainty, these advertisements should strive to inspire hope, resilience, and
solidarity among their consumers. We propose an alternative approach for the Belo
advertisement entitled "Pandemic Effect" that celebrates resilience, self-care, and
community support. Instead of focusing solely on skincare solutions or beauty routines,
Belo Beauty should acknowledge the unique challenges posed by the pandemic while
emphasizing the importance of self-care and well-being during those uncertain times. In
this alternative approach, it would highlight the importance of self-love and acceptance,
encouraging viewers to embrace their unique qualities and imperfections. By
showcasing real people with real stories, the advertisement would foster a sense of
connection and empathy among consumers, reinforcing the idea that we are all in this
together. In terms of imagery and visuals, the advertisement would feature scenes of
everyday life during the pandemic, such as people wearing masks, practicing social
distancing, and engaging in activities at home. Overall, the advertisement would inspire
viewers to embrace their inner strength and find beauty in the midst of adversity. In
doing so, it would not only promote the Belo brand but also uplift and empower
consumers during these challenging times.

In conclusion, because it portrayed privilege and insensitivity in the middle of a global


crisis, the contentious Belo ad during the pandemic generated a great deal of
discussion. The commercial may have sought to discuss how the COVID-19 pandemic
affected skincare and cosmetic practices, but it also unintentionally supported colorism,
capitalized on consumer fears of the pandemic to promote consumerism, denigrated
people for not meeting unattainable beauty standards, trivialized financial hardships,
and made mental health issues worse.

By influencing self-esteem, sustaining systemic discrimination, and upholding beauty


standards that favor lighter skin tones, cultural appropriation feeds into colorism. In
times of crisis, such as the COVID-19 epidemic, consumerism is fueled by fear, further
dividing society and drawing attention away from pressing problems. It causes body
shaming and obstructs attempts to be inclusive by interacting with gender norms and
body image. Furthermore, it impedes attempts towards well-being by escalating anxiety
and sadness and reinforcing negative self-perceptions, hence negatively impacting
mental health.

Cultural appropriation makes a number of social problems worse, such as body


shaming, colorism, economic inequalities, and mental health disorders. Promoting
inclusivity, empathy, and social justice requires an awareness of and response to
cultural appropriation, especially in times of crisis when vulnerable communities are
most vulnerable.

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