Although this ad targets insecure women from their teens all the way up to their 30’s, it also affects women and men of all ages. The company Wacoal claims its mantra is to make women look and feel their best however, all of them are slender, toned and flawless. These advertisers tell us what beauty is. When women buy into this image, they starve and purge themselves to ac... ... middle of paper ... ...cally look at these claims to beauty and flawlessness and take off our rose-colored glasses when seeing these “perfect” women. See the ad for what it is, a digitally retouched image that they have constructed by removing all blemishes, wrinkles, stray hair, pores, dark under eye circles with airbrushing and bleaching their teeth white.
Instead of promoting body diversity and self-acceptance by including women with different body shapes, the campaign only promotes incredibly attractive women with bodies that seem impossi... ... middle of paper ... ...ommission and specifically the Bureau of Consumer Protection should take action regarding the portrayal of beauty by advertisers and beauty campaigns. After determining where to start, the Bureau of Consumer Protection should discuss the standards to be set. Some can include, for example, the inclusion of women of all sizes (from 0 to 12), all races and ethnicities and from different age groups. In addition, some kinds of punishments (such as sanctions, or fines) should be put in place to penalize those companies/organizations that do not obey these laws. By laying down regulations like the ones mentioned aboved, the Bureau of Consumer Production can ensure that beauty campaigns are more balanced and rational.
They found that although older women “may not feel the same societal pressure as younger women to be thin and beautiful…some feel that they need to make themselves look as young as possible” (225). Since women are being faced with pressure to conform in ways that seem almost impossible, Jeffers came to the conclusion “they should create advertising that challenges conventional stereotypes of beauty” (34) after conducting various interviews with feminist scholars. The stance of Figure 1’s model screams confident. She is a voluptuous, curvy and beautiful women standing nearly butt-naked in an ad, plastered on billboards across the globe. Ultimately, she is telling women and girls everywhere that if I can be confident in my body, so can you.
There are so many forms of propaganda that surround our lives on a every day basis, and these negative messages persuade and shape our thoughts of perfection, of who we are, and who we ought to be. The beauty industry and its’ advertisements is one type of propaganda that ultimately characterizes the way we think of ourselves. The media is relentless in reminding us every chance they get why women need to be perfect and what we need to achieve that. There is endless pressure as women to have a perfect body and appearance. The beauty industry’s aim through advertisement is to make women feel as if we need to buy the beauty products in order to look and feel like the models on television, magazines, and in commercials.
The ad seems to support the idea that older women are naturally beautiful; however, they are attempting to sell a product that will enhance this beauty. This seems to be contradictory to the message the advertisement portrays. While Dove produces a product that is geared towards treating aging skin and hair, the commercial clearly portrays that aging women are beautiful without any enhancements. The final shot in the commercial is a link to their website where consumers can go to learn more about Dove’s pro-age product line. Perhaps Dove intends to reach out to the intellect of the mature female audience.
The reason why this advertisement was chosen is because of its irony. Victoria’s Secret is attempting to promote healthy bodies, and encouraging women to love the skin that they are in, which is contradicting to the image that is portrayed in the campaign. Advertisements intend to have very specific messages (Valenti, 2007). As individuals attempt to decode these messages, women get an idea of what the media believes beauty is, causing multimillion dollar industries due to lack of self esteem (Joey, 2003). Often times, magazines use images of youthful looking models to promote lingerie.
Furthermore, a majority of the beauty campaigns, despite their well-intentions, are flawed and reinforce stereotypes. By targeting women’s interior lives, they “take the dissatisfaction women have with the beauty industry and sell it right back...under the guise of well-being” (Whitefield-Madrano 213). In modern day society, there is a greater excitement and interest about the portrayal of un-retouched, real images. This notion is used by many companies as a marketing tool to increase sales, rather than for the genuine benefit of women and spreading awareness. Brands
Through the use of imagery, the display of life-styles, and the reinforcement of values, advertisements are communicators of culturally defined concepts such as success, worth, love, sexuality, popularity, and normalcy. Of particular concern over the past two decades has been excessive use of sexual stereotypes, especially of women. Women are directly affected by this advertising, beyond the mere desire to purchase the product or service described. The influence of the media on people is tremendous, and the effect of advertisements that direct images of beauty, and the perfect slim figure have a harmful effect on a great deal of the world's population, especially women. The media has portrayed the “perfect body image” so successfully, that women’s self-image, self-esteem and even their health is affected.
Numerous advertisements involving clothing and beauty products have been called out over the years for being discriminatory against women and self-serving for the company’s interests over society’s. Under utilitarianism, two brands stand out with their messages that promote happiness in the form of boosting self-esteem and redefining beauty among a large number of people in society. One of the most famous examples is Dove’s “Real Beauty” campaign, which was launched in 2004 by Unilever. Dove promoted the act of defining “real beauty” and standing against superficiality that is dominant in the advertising industry today. In 2013, Dove released “Real Beauty Sketches,” which became the most watched advertisement ever.
Many women go through life trying to make themselves something they are not by means of expensive surgery, expensive clothes and makeup, expensive hairstyles, etc. Certain aspects from this advertisement that I have chosen show exactly why there is a problem with today’s society. This is a picture of a very attractive, thin gorgeous looking girl posing for Tommy Girl perfume. I think there is a problem in the way this company is advertising this product. It is basically implying that if you wear this perfume you will look and feel like this.