Take With a Pinch of Salt

The findings suggest that, in effect, more men would instinctively prefer Keira Knightley than her Spanish counterpart Penelope Cruz. But more women would be naturally drawn to George Clooney over fellow actor, Daniel Craig.

Researchers from the University of Toronto say that lighter-skinned women in all races are seen as the ideal because of a subconscious association with innocence, purity, modesty, virginity, vulnerability and goodness.

The reason being that we've already got a very good description of when and why such things as light or dark skins in women are thought to be attractive: social status.

Until, what, the 1960s (?) pale skin for women was considered extremely desirable for it denoted a woman from the leisured classes, one who had not had her complexion "ruined" (see Jane Austen for the way in which women worried about getting a little sunshine and thus freckles) by the necessity of working outside or in the fields. Thus the whole panoply of sun bonnets, parasols and the like.

Then, as access to winter sunshine rather than being stuck in the UK in an office or factory became a signifier of status the cultural fashion switched, almost over night. Now a tan, or darker skin, was considered desirable, again, as it was a sign of social status.

I'd argue that such status games, such heirarchical manipulations, are far more important than any supposed "subconscious association" with virginity or goodness.

But then I'm not at the University of Toronto, so what do I know?