Profiting from Insecurity: A Critical Analysis of Advertising’s Role in Shaping Inferiority Complexes

Abstract

Advertising in contemporary Tamil media operates not merely as product persuasion but as cultural production that shapes ideals, anxieties and consumption. This article examines how 2024 and 2025 Tamil advertisements for prominent beauty and personal care brands Santoor, Dove, White Tone, Ponds, Close Up, Pears and Fair and Lovely contributed to the formation and reinforcement of inferiority complexes among young women. Drawing on Alfred Adler’s theory of inferiority and objectification theory, the study interprets advertisements as texts that naturalized narrow beauty norms and converted self doubt into profitable behavior. The empirical material comes from qualitative data collected from 100 female college students aged 18 to 25 in Trichy and Coimbatore using focus group discussions and semi structured interviews. The analysis shows that repeated exposure to regionally resonant narratives increased self surveillance, heightened comparative self evaluation and anxiety, and prompted consumption aimed at compensating perceived deficiencies. The article situates these findings within contemporary research on media effects and colorism and argues for targeted media literacy and regulatory interventions tailored to regional contexts. Implications for advertising ethics and future research directions are discussed.