The original ad is promoting “Kissa,” a whitening soap brand in the Philippines. This brand is just one among many other whitening products that fill the shelves of Filipino stores. The bottom text of the ad translates to, “Whiter, more kissable!” and underneath the three different kinds of soap the texts say, “Whiter, kissably fairer skin,” “Whiter, kissably younger skin,” and “Whiter, kissably clearer skin.” If the soaps weren’t enough, the ad also reminds the viewer that the brand is also available as a lotion or body wash. The ad is problematic because it reflects centuries of influence by white colonizers that exists even today. The Philippines has a long colonial history, first having been occupied by the Spanish for more than 300 years from 1521 to 1898, then immediately afterwards by the Americans, only gaining independence after World War II.

The effects of colonization, however, still permeate throughout Filipino society. Growing up in the Philippines, I was keenly aware of the term “colonial mentality,” which refers to primarily a Western way of life or American products being perceived as better by Filipinos. In this way, the culture of preferring to have fair skin has become inextricably part of the standard of beauty in the Philippines. To be white is to be seen as prettier, wealthier, and smarter. Having dark skin is associated with being poor, uneducated, and ugly. This kind of thinking is destructive and only serves to widen the divide between fellow Filipinos while holding up the white colonizers on a shining pedestal. Besides encouraging white skin, the ad also detrimentally promotes the preoccupation with women’s looks, putting emphasis on the need for women to be “kissable” and “younger.”

Works Cited

http://www.philippinecountry.com/philippine_history/spanish_colonization.html