Assignment

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Relating Theories of Learning with the advertisement of

Fair & Lovely

Brand Introduction

Glow & Lovely (formerly Fair & Lovely) is Hindustan Unilever 's Asian skin-lighting cosmetic
formula that was started in India in 1975. It is sold in most of the countries in the world but it’s
very popular in Asia, Middle East and Africa. Previously fair and lovely was a fairness cosmetic
brand which claimed to be “miracle worker” which provides the result within 4 weeks. Now,
Glow & Lovely claims to be a “leading skin care brand which serves millions of people around
the world by offering safe, effective and affordable products which deliver glowing, even-toned
and radiant skin.” The brand believes that it empowers people to re-script their future.

Mission: Fair and Lovely Foundations mission is to empower the Bangladeshi women
economically through education.
Vision: “The Fair & lovely is primarily focused on the Cream and fairness (such as multivitamin
cream & ayurbedic cream). Not only do they represent a wide range of businesses, but they
remain globally unique. Their aim is to fully leverage this uniqueness in aggressively carrying
out their convergence strategy so that they can continue to emotionally touch and excite the
customers.”

Advertisement of the Brand

Fair & lovely’s advertisement always showed a face six times in whitening progression. As
woman becomes fairer, she is even more happy and confident. their TV commercials about
depressed women who gets confident and fulfill their dream and become happy after using fair &
lovely. Their first commercials were based on women who wanted fair skin to fulfill their dream
to get married. After that they expended the idea to changing women’s destiny. They targeted
young college girls and rural women who wanted to be modernized. At present their motto is
empowering women to go further. The TV commercial in this project is based on their latest
motto. The girl wants to earn and provide for her family but because of her dark skin, she is
ignored. After using Fair & lovely, she gets fairer hence she gets her dream job. In Asia, fairer
women are prettier and those who are dark skinned, always feel insecure and inferior in
everything. In our country there has always been a tremendous market for these goods, where
dark complexions are viewed as negative, adverse and disadvantageous. The company has
produced commercials that prove that fair skin is often better. Fair & Lovely provided Asian
customers with a strong need and this was the reason for their remarkable business growth.

Theories of learning related to this commercial

People experience many things in life and that changes their behavior simultaneously. Learning
can be defined as a process integrating cognitive, emotive and environmental forces and
experiences to learn, improve or alter one's knowledge, beliefs, skills etc. There are basically
three theories and these theories are related to the advertisement given in this project.

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Behavioral approach

Classical conditioning: It has been always an effective tool in marketing. The overall aim of
classical conditioning is to create a publicity with good features that allow the advertisement to
please the person who is connected to it. The pleasant tv commercial acts as the unconditional
stimulus (US), and pleasure is the unconditional reaction (UR). Since the advertising commodity
is specified in the ad, this is connected to the unconditional stimulus (US) and then becomes the
conditioned stimulus ( CS). In the end, watching the product commercial in TV or online, ,
would produce a favorable reaction from the customer, which would encourage them to purchase
the product more definitely.

In the TV commercial of Fair & Lovely, they have shown that the girl wants to become an air
hostess but as our cultural norms goes, air hostesses should be fair to look presentable in front of
people. As the girl in the commercial had dark complexion, she could not get the job. She used o
Fair and Lovely to get fairer complexion thus she got the job. Here, being fair and getting the job
is not related. Getting a job is unconditional stimulus (US) and Fair and Lovely cream is the
neutral stimulus (NS). Her excitement or need to get a job is Unconditioned response (UR).
They connected getting her dream job to their product which made it conditioned stimulus, thus
the consumers behavior of buying the products to get a job becomes conditioned response.

Stimulus Generalization: Fair and lovely draw out a comparable yet unique stimulus. They get
similar response from the customers for their other products too such as- facewash, cold cream
etc.

Operant conditioning:

Operational conditioning works on the assumption that people learn from the consequences.
When people are subject to the effects of their acts and choices, they prefer to do it again if the
effects are good. If there are no outcomes, it is less likely that the person takes the action or
chooses again.

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Reinforcement and Positive Reinforcers: She became fairer so she got a lot of positive outcomes
such as- her father’s acknowledgement, she was notices by all and she was confident after using
the product. It created a positive vibe and the consequences are favorable thus she or the
consumers will be intrigue to buy the product again and again.

Cognitive Learning Theory

Asian individuals are fascinated with light skin, and getting a fair tone has always been their
marketing tactic. The commercial of the brand explains how dark women have difficulty finding
work and by using Fair and Lovely they get fair skin and get the job. Dark complexions are
viewed as negative, adverse and disadvantageous in our country which people learn by
observing.

Modeling: The girl in this TVC is an Asian who has dark skin so other people can relate to her. It
shows the consumers that the girl has experienced it and it’s after effect of using.

Conclusion

It is part of Asian culture that just because of the skin tone or fairness makes women look
attractive, successful or better. Fairer women are prettier and those who are dark skinned, always
feel insecure and inferior in everything. In our country there has always been a tremendous
market for these goods, where dark complexions are viewed as negative, adverse and
disadvantageous. Fair & Lovely claimed to make people several shades lighter in four to six
weeks. The company used the theories of learning in their commercial to attract consumer. They
have produced TVC that prove that fair skin is often better. Fair & Lovely provided Asian
customers with a strong need and this was the reason for their remarkable business growth.

References

Project on fair & lovely

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Fair & lovely Ads through the ages https://www.indiantelevision.com/mam/media-and-
advertising/ad-campaigns/fair-lovelyads-through-the-ages-200705