CLASS: M.A. PART 2
PAPER: POST COLONIAL LITERATURE
TOPIC: USE OF COLOR CONSCIOUSNESS IN INDIAN FILM AND ADVERTISEMENT
COLLEGE: DEPARTMENT OF ENGLISH,MKBU
USE OF COLOUR CONSCIOUSNESS IN INDIAN FILM AND ADVERTISEMENT
Franz Fanon is a very famous writer
of the African Literature. He has written one essay which represent the
problems and the culture of African people. “Black Skin White Mask” is
basically written in French language. But what we see is that not only in the
Africa but also in the other countries, the black skin people are suffering for
being the black skin everywhere. There we find that Black people are always
consider as the minority.
In Africa The black women are
suffering because they are not only humiliated by White man but they were
humiliated by White man, white women as well as black man. It is not happening from few years but they
are being minority from the ancient time because in the bible we find that
Angles are white and the devils are always Black.
This is all about Africa and other
country where only black and white people are living but now lets discuss about
colour consciousness in Indian Film and advertisement in Indian Film industry.
COLOUR CONSCIOUSNESS IN INDIAN FILM
INDUSTRY AND ADVERTISEMENT:
India is not the country of white
people but still black skin people are suffering a lot. Without focusing on
other matters I have tried to concentrate on the Colour consciousness in Indian
Film Industry and the Advertisement.
India is basically the country of the
not any particular types of people but here we find that India is such a
country where people are living together with many culture and many colour but
do we say the same thing about our film and Advertisement?
Lets start with the Advertisement of
children accessories:
This is the link of Advertisement of
Huggies. Lets not just look at this as an entertainment but we find that they
have used the image of child is white baby why not the black baby?
This is mindset of people that white is colour which always attract the
while black colour is just like yak.. so in the advertisement industry we find
that white colour is in the central. Its always remain in our mind no matter we
accept or not but its there somewhere and consciously or unconsciously appear
in our behaviour and our choice. Now just think that if there is some black
baby in the advertisement that it may not look decent to us.
This is again advertisement where we
find that baby is white.. can we say something like the soap is reserved just
for white baby or something like if black baby will also take bath from that
soap than he will also become white?
No more discussion on this children
advertisement. Now lets discuss about the Women accessories.
This is link of fairness cream
advertisement. The girl has much fair skin. We don’t find that she need any
fairness cream to look more white. Or it is just attempt to make people fool?
Why they don’t choose any black skin girl for advertisement? We generally
believe that white colour stand for honesty while black stand for evil or
sadness. Why?? Why we are not looking at them just as human being?? Why we
don’t have concept of Black beauty?? These all will remain just as question
which never get answer.
Even our Indian Black beauty heroines are also
not represented as black but they wear too much make ups that they also look
much fair. Bipasha Basu is the final example of Black Beauty.
Here one more advertisement where you find
style is not everything but your skin colour is something which is enough to
attract the girls. Ohh.. c’mon man girls are not just like that. Why the girl
was not interested in him? just because of his black colour? That’s not true
otherwise none of the black skin person ever loved by anyone.
COLOUR CONSCIOUSNESS IN INDIAN FILM
INDUSTRY:
Whatever shown by Bollywood stars are
always spread among the people and its become a fashion.At some point we find
that they always stand as some ideal people because we follow whatever shown by
them. In many films we find that they have given the reference of white and
black people. In the beginning period we find that only the person who have
pretty face and fair colour is the one who got place in Bollywood. But the
scenario is changed with the time. Now a days Specially when the directors show
some faces of foreign they are not only showing white faces but black people
are also there. But still they are marginalised.
The film Queen also have one reference. It is the film when a
girls have three friends. But at somewhere we find that she has not that much
influenced Tim (the black fellow). Even when they used to go anywhere we find
he was not that much in the centre or even not equally represented as other
friends.
We people believe that black coloured
people are very strong and healthy. They don’t use their mind and just blindly
followed the things without any influence to it. Why there is no concept of
Black Heroine?
This is an example where man could
have never imagined his beloved as black girl. The another man is in love with
that black lady but our hero find her disgusting. Is it just comedy or we are making
fun on black people?
India is not the country of white man
but we were colonised by white man in such way that we are not capable to look
at the concept of black beauty. There are also several film example in Bollywood
where we find if they describe black man as foreign influence or in the group
of friends than also somewhere he must be marginalised.
After the film "Barfi"Priyanka has described
her suffering time because of black kin to The Times Of India, which is
something like this,
People had a lot of issues about the fact that I was dusky and not
a conventional-looking heroine. But I still got the opportunities I did.
Grooming is a very important part of any girl's life.
"In the early days, I did not even know how to apply make-up.
Over the years, with the help of various teams, I have worked on a vision of me
and there are things that I could change in the process. This is true of most
heroines.
"You learn to take care of yourself. I am not against plastic
surgery. If it helps build self-esteem, I don't think there is anything wrong
with it. But if it becomes an obsession, that can be a problem. For me, I got
confidence from my films doing well."
But why this concept is not applying
on the man? In Bollywood we find many black heroes but they don’t need to show their
white face. The film Freaky Ali in which hero is black but the heroine is much Fair. After all this is Bollywood.
CONCEPT OF BLACK:
Black color is always seen as sadness or violence
while white stand for peace and Angle. But who is the person who has started
this? He must be someone white man. Black man is not always avoided by black
man but we brown people also feel that we are superior and they are inferior. But
now a day the concept is changed in other countries. The Hollywood is the
example where we find black people also played the lead role. They are not
always represented as negative character but they also described as loyal, courageous,
even some times more smart than white.
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