This commercial features women exposing and flaunting their white, smooth underarms, showing great confidence around men. The narrator states that because men admire every part of a woman’s body, awoman’s underarms should be beautiful. She explains that the deodorant minimizes pores and lightens skin.

discussion

Is it significant that the product is called “Whitening Deodorant”? Do you think this ad connects to other ideas about “whiteness” in society? Why or why not?

This ad is centered around women’s need to look beautiful in the service of men. Why do you think this specific product is being sold that way?