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Are those pernicious skin-lightening creams sold in India just capitalizing on deeply-ingrained, subconscious beliefs about skin color, good and evil? Well researchers at the University of Toronto think so. They analyzed over 2,000 photographs of men and women from advertisements and concluded that men are subconsciously attracted to women with lighter skin because they equate whiteness with "purity, innocence, modesty and goodness," according to the Press Trust Of India. Women, on the other hand, are attracted to swarthier men because "darker complexions are associated with sex, virility and danger." (Related: didn't Carl Jung come up with these archetypes like a hundred years ago?) More »
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