Throughout history, it has not been unusual to find people trying to alter their body to what the society has shown as being the in thing. A somewhat outrageous fashion for African Americans during World War Two was using bleach to lighten ones dark skin. The main source of where they got the idea was through advertisements, and crafty marketing by businesses.
             In Africa, beautification of the hair and body was ritualized and had meaning, for instance a certain hat one would wear would show if they were married or not. With this knowledge, businesses in America during World War Two knew that African Americans would want to beautify their bodies however they told them to. So they marketed special bleaches to make their skin whiter, because that is what the in thing was to do. It also was thought to promote their self-esteem, and they tried to be accepted in the society. Numerous products, promising astounding transformations, were manufactured and marketed specially to the Black community. Their sales strategy was that by using the right product, it would eliminate the Black stereotypes that one would suffer.
             The advertisements that were used to sell these products were somewhat merciless and reinforced how the black women were insecure of how they looked, and in a white society they would not be so insecure if they had lighter skin. The ads were cautiously worded to remind the blacks of stereotypes and promoted a negative connection with natural blackness. Consequently many Black women and Black men have mutilated their bodies and have even died because they used products, containing harsh chemicals.
             Fashion has such an impact on our society that it is not unusual to hear how a group of people could be persuaded into thinking that they should change the color of their skin.
             ------------------------------------------------------------------------
             ...