1. “BI-White: The Skin Pigmentation ID” Kalyn Goodwin

2. “BI-White: The Skin Pigmentation ID” This is a picture for an ad for L'Oreal, which is a company who makes skin products. L'Oreal calls this method of advertising 'Geocosmetics.'

3. “BI-White: The Skin Pigmentation ID” What are the first things you notice about the picture? What are the differences in her skin before and after the 'zipper'?

4. What I See The image shows a woman who may be of a darker skin color, and with a few spots on her face. She seems to be transforming not only her spots, but also her skin tone. Why do you think that is?

5. Dark circles around cheeks. Darker skin color.

6. The Experts According to www.counterpunch.org, more than half of Korean women experience brown spots and 30 per cent of them have a dull complexion. Over-production of melanin deep in the skin that triggers brown spots and accumulation of melanin loaded dead cells at the skin's surface create a dull and uneven complexion. Vichy Laboratories has been able to associate the complementary effectiveness of Kojic Acid and pure Vitamin C in an everyday face care: BI-White.www.counterpunch.org

7. What I See The image shows a woman who may be of a darker skin color, and with a few spots on her face. She seems to be transforming not only her spots, but also her skin tone. Why do you think that is?

8. Intentions Why do you think L'Oreal would put this product on the market? What do you think the message is they are portraying to society?

9. Back To The Experts According to www.counterpunch.com, in this ad, the racist aesthetics of "White- Perfect" reinforces the biomedicalized intervention of Asian women's skin coded by the sign of "Melanin-Block™." L'Oreal's advertisements for skin-whitening cosmetics are often reinforced by constant interplay between the ideological precepts of white supremacy and the technologically- mediated suppression or "blocking" of the capacity for Asian women's bodies and skins to produce skin pigment, melanin.www.counterpunch.com

10. Intentions After reading that passage, did your opinions of intentions change?

11. The Appeal I believe that this picture has mostly Logos and Pathos. Logos: This picture appeals to your logic because of course, you are NOT going to zip imperfections away. It's impossible. Pathos: Emotionally, most women want to be more perfect. Whatever that word means. So L'Oreal has tapped into that, and has a market.

12. Bibiography Picture and information found at http://www.counterpunch.org/mire07282005. html