Influence of Colourism in Advertising on Skin Bleaching Tendency among Selected Female Undergraduate Students in South West Nigeria
This study examined colourism in advertising by attempting to ascertain its influence on skin bleaching tendency among female undergraduate university students in South West Nigeria. Particularly, the study aimed to look at the awareness level of female undergraduate students on the threats of skin bleaching, the motivating factors that drive female undergraduate students towards skin bleaching, the perils and challenges caused by skin bleaching and the demeanour of female undergraduate students towards the threats related to skin bleaching. The population for the study comprised female undergraduate students in seven public universities in south-west Nigeria. A sample of 420 (four hundred and twenty) female undergraduate students was drawn from seven public universities in south-west Nigeria. Data were obtained though the use of structured questionnaire and was analysed using mean and standard deviation. Major findings from the study showed that female undergraduate students are aware of perils and challenges related to skin bleaching but continue to engage in it, thanks to its perceived benefits. The study hence suggested that female undergraduate students be educated concerning the hazards related to skin bleaching and should also be enlightened on the illusion of their perception that light skin is better and more beautiful than dark skin.