The first advertisement is from Seventeen magazine in November 1980 and shows a young girl, most likely a teenager. She is wearing a dark blue sweater, but you are only able to see her shoulder and part of her right arm in the picture. Her right hand is placed behind her neck. On her wrist, she is wearing a thick green bracelet. She is smiling and her eyelashes are thick and chunky with mascara, which is the product advertised in this picture. She has brown and blonde hair that is shoulder length. The ends of her short hair are curled upwards. There is white text over the top of the picture that says, “Not just big lashes. Not just thick lashes. But big, thick, just-won’t-quit lashes.” There is also similar white text on the bottom of the advertisement that states, “Take your lashes to the Maxi.” Maxi is the brand name for the mascara being advertised, which is shown in the bottom right corner of the advertisement.
The second advert...
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... a more sexual look to it. Her eyes are smiling and have a look of lust in them. She also has her lips slightly parted, which is sexy because it makes you almost want to kiss her. The old ad girl is smiling and is almost just staring out of the picture. Her eyes seem to convey a look of complete innocence; there is not much sexuality here.
By comparing these two ads, one can easily determine that advertising between the present day and thirty years ago has changed in a number of ways. Back in 1980, beauty and innocence seemed to go hand in hand. Society seemed to prefer a woman who was much more innocent, vulnerable, and submissive. Looking at the ads that are around us today, beauty is defined in a much different way: through sexuality and flawless physical beauty. Perhaps now you have a better idea of how beauty is defined – through advertising.
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