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Volume :44 Issue : 2 2016      Add To Cart                                                                    Download

Sudan Imported Beauty: A Content Analysis of Cosmetic Advertisements in Three Sudanese TV Channels

Auther : Omar Abdelgbar

This study is concerned with the analysis of the content of cosmetic advertisements in three Sudanese TV channels. The main objectives of the study were to identify the most important body characteristics and the beauty type claimed by the advertisements of the cosmetic products and services in the Sudan.
The study adopts the social constructionist theory as represented in the works of Michel Foucault, Erving Goffman and Anthony Synnott. In terms of methodology, the study adopts the content analysis method.
The study arrived at a number of conclusions: the cosmetics advertisements on the Sudanese TV channels vary in size, objectives, and claims; the cosmetic advertisements claim major changes in the skin, face, hair and the body of the Sudanese woman; and the claimed changes taken together represent new characteristics of beauty that are not originally Sudanese.
Key words: Advertisements, Cosmetics, Beauty, Skin Lightening, Skin Whitening, Sudan
 

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