Representation of Black women in advertising

Tiphaine Lawson

Studenteropgave: Semesterprojekt


Abstract: This project aims to confirm the assumption that L’Oreal over represents beauty standards in its advertising. From a social constructivist approach, and using advertising theories, this study explores the marks left by colonialism and post colonialism in the beauty context of black women. This research is based upon L’Oreal’s TV Commercial 2008, Féria coloration promoted by the singer Beyoncé Knowles. This commercial portrays the celebrity straightened and fair haired. It is uncommon to see black women with kinky hair in advertising. Indeed, black women tend to alter their hair. This project attempts to prove that this trend has been caused by beauty ideals represented in advertising. Numerous factors take place in this issue. Social pressures and logic of marketing intervene in the representation of beauty as well in advertising as in society. As long as, human beings will not have decided to change beauty ideals, beauty criteria will stay the same.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato30 maj 2012
VejledereMira C. Skadegård


  • advertising
  • black women