ADVERTISING PROPOSAL: Do not judge people with their skin color

Course Code: MSJ11441

Overview

‘Don’t judge people with their skin color, the products or the advertisements that are doing this are wrong.’ is an awareness based advertisement which focuses on addressing the oppression regarding colorism faced by many individuals in our country in the current status quo. In Bangladesh, different individuals have different shades of complexion. However, cosmetic brands have been exploiting the general population with false marketing of their products through the utilization of digital media for as long as one can remember.

One example would be the brand Glow & Lovely, which until very recently used to be known as Fair & Lovely- this brand itself created a monopoly in the skin care and cosmetics world and established itself as a household product for the mass population. Their commercials would often portray a connection of self-esteem with the complexion of an individual. Over time society has been made to accept this idea through the consumption of such glorified lies. One of the most alarming things about this is, individuals who are drawn to using such products are not even aware that they are just simply the victims of false marketing contents. This has taken the shape of a social norm that needs to be addressed by the masses that being only fair looking does not mean being capable; does not elevate self-esteem and, does not increase acceptability rather all these factors are correlated to one’s personality.

Target Audience

Primary Audience:

· Young Females

· Age- 15 to 35 (early teen to young adults)

· Urban Areas

· Active in various social media platforms (Facebook, Instagram, etc.)

· Prefers to use filters and special editing effects to brighten their faces on their photos.

· Our primary target audiences are the ones who are directly affected by the exploitation of fairness beauty products. Various studies show that individuals from these particular age groups are more prone to deal with insecurities about how others perceive the way they look and these results in effecting their self-esteem in the long run.

Secondary Audience:

· Media Influencers

· Urban Areas

· They can act as opinion leaders, address this issue and be advocates for change to help communicate our message to the primary audience.

Persuasion

Visual story telling method that will highlight the following:

· First half of the ad will be designed to show the present scenario (what is) that will contain scenes to establish the oppressive culture of colorism.

· The context of the first half will be relatable for the primary target audience as they face these situations on a frequent basis.

· Second half of the ad will be curated to create engagements with the audience with the inclusion of rhetoric questions after each scene (what should be).

Intended Message

The intended message is simple- in this 21st century; colorism should not be a limiting factor for individuals to shine in what they want to do and are capable of. Times are changing and one should not rely on the perceptions of others regarding their natural looking self over their own perceptions.

Pre- Production Details

Total no. of casts: 8

Locations:

· Make Up Studio (Scene 1 & 4)

· Basketball Court (Scene 2 & 5)

· Production Studio (Scene 3 & 6)

Total no. of days for production & post production: 3

Estimated Ad run-time: 2 minutes and 20 seconds.

Visual Plan

Script

SCENE: 1

FADE IN:

INT. A BRIDAL STUDIO - DAY

BRIDE SITS INFRONT OF THE VANITY TO GET HER MAKEUP DONE. MOTHER IN LAW OF THE BRIDE GIVES INSTRUCTIONS TO THE MAKEUP ARTIST.

MOTHER IN LAW (V.O)

এটা কিন্তু আমার একমাত্র ছেলের বউ,

ভালমতো একটু ফর্সা করে দিয় যেন সুন্দর লাগে দেখতে।

THE BRIDE FEELS UNCOMFORTABLE BUT DOESN’T REACT.

FADE OUT:

SCENE: 2

FADE IN:

INT. LIVING SPACE - DAY

A YOUNG FEMALE BASKETBALL PLAYER IS HEADING TOWARDS THE DOOR TO GO OUT AND PLAY.

BASKETBALL PLAYER (V.O)

মা আমি একটু BASKETBALL COURT-এ PRACTICE করতে যাচ্ছি

MOTHER (V.O)

এই দুপুরে যাচ্ছ?

রোদে পুড়েতো আরও কালো হয়ে যাবা।

THE GIRL SLOWS DOWN TAKES A DEEP BREATH AND EXITS.

FADE OUT:

SCENE: 3

FADE IN:

INT. STUDIO - DAY

MODEL POSING FOR A PHOTOSHOOT.

CLIENT COMES NEAR THE PHOTOGRAPHER.

CLIENT (V.O)

EDIT-এ কিন্তু সবকিছু একটু BRIGHT করে দিয়ো,

এরকম DARK যেন না লাগে।

THE MODEL OVERHEARD THE CONVERSATION AND GETS

UNCOMFORTABLE.

FADE OUT:

SCENE: 4

FADE IN:

INT. BRIDAL STUDIO- DAY

THE MAKEOVER SESSION OF THE BRIDE HAVE STARTED

AND THE MAKEUP ARTIST HAVE STARTED TO MAKE HER

COMPLEXION LOOK PALE.

V.O ARTIST (V.O)

২০২১ সালে এসে আজও কেন এই কথাগুলো শুনছি আমরা?

EXT.WALKWAY- DAY

THE YOUNG BASKETBALL PLAYER IS WALKING TOWARDS THE BASKETBALL COURT AGAINST THE SUNLIGHT.

V.O ARTIST (V.O)

আজও কেন গায়ের রঙকে আত্মবিশ্বাসের থেকে বেশী মূল্যায়ন করা হয়?

INT. STUDIO- DAY

THE MODEL IS TRYING TO POSE FOR THE PHOTOGRAPHS BUT SHE IS

A BIT DISTRACTED.

V.O ARTIST (V.O)

বাহ্যিক সুন্দর্যই কি সব?

FADE OUT:

SCENE: 5

FADE IN:

INT/EXT. BRIDAL STUDIO. BASKETBALL COURT. STUDIO – DAY

THE BRIDE LOOKS AT THE MIRROR INFRONT OF HER WITH

CONFIDENCE AND TAKES A MAKEUP REMOVER WIPE FROM THE

TABLE AND STARTS REMOVING HER MAKEUP.

V.O ARTIST (V.O)

না।

আমি সুন্দর, কারণ আমি আত্মবিশ্বাসী

THE BASKETBALL PLAYER IS DRIBBLING WITH THE BALL AND SCORING BASKETS.

V.O ARTIST (V.O)

আমি সুন্দর, কারণ শত বাধা সত্ত্বেও আমি এগিয়ে গিয়েছি।

THE MODEL STARES BACK AT THE CAMERA AND STARTS POSING CONFIDENTLY.

V.O ARTIST (V.O)

আমি সুন্দর, কারণ এই সমাজের কটু কথা প্রভাবিত করেনি আমায়।

FX- UP-BEAT MUSIC

DIFFERENT SHOTS OF ALL THREE LADIES BEING CONFIDENT AT WHAT THEY ARE DOING.

FADE OUT:

SCENE: 6

FADE IN:

INT. STUDIO- DAY

THE MODEL COMES TOWARDS THE PHOTO EDITOR TO TAKE A LOOK

AFTER THE PHOTOSHOOT.

SHE DELETES THE EDITED PHOTO (IN WHICH THEY MADE HER SKIN BRIGHTER) AND OPENS THE ORIGINAL ONE.

MODEL (V.O)

THAT’S BETTER.

SCENE: 7

SHE WALKS AWAY SMILLING TOWARDS THE CAMERA

V.O ARTIST (V.O)

যার যা বলার তা তো বলবেই, তবুও আমি এগিয়ে যাবো নিজের মতোই।

SPLIT SCREEN APPEARS. SCREEN 1 BRIDE DRESSED UP AND

SMILLING

AT THE CAMERA.

SCREEN 2 MODEL SMILLING AND WALKING WITH THE CAMERA

SCREEN 3 THE BASKETBALL PLAYER HOLDING THE BALL AND

SMILLING AT THE CAMERA.

V.O ARTIST (V.O)

সুন্দর্য অন্যের কথায় নয়, নিজের মাঝে খুঁজতে শিখি।

FADE OUT