TY - JOUR AU - Farhad Uddin, PY - 2021/03/15 Y2 - 2024/03/28 TI - Glow and Lovely: #x2018;Old Wine in a New Bottle#x2019; JF - Global Journal of Management and Business Research JA - GJMBR VL - 21 IS - E4 SE - Articles DO - UR - https://journalofbusiness.org/index.php/GJMBR/article/view/102126 SP - 5-12 AB - Cosmetic companies like Unilever sell the perception of general people about beauty through their advertisements and reinforce it to promote their business. Even they do it in disguise form using a positive name and without changing any content in advertisements. By using qualitative semiotic analysis, this research shows how fair-skinned models, white color, and white light are used in the advertisements of Unilever#x2019;s recently name changed product #x201C;Glow and Lovely#x201D; on Bangladeshi TV channels. In the ads of it, any darkness on the skin is shown as unexpected and a hindrance to beauty, success, empowerment, and equality. All of these contents promote fairness as beauty and sustain discrimination based on skin color in society. The research also reveals a close relationship between the perceptions of general people about beauty and the meanings of the #x2018;signs#x2019; used in the sampled advertisements. ER -