Beauty Advertisement Analysis

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Beauty stereotypes having perfect physical specimens are presented in the ads. The women are young, sleek having zero size figure, yet well busted. Repeated representation of Beauty stereotypes creates a standard of beauty and fitness. The female viewers are persuaded to attain the unattainable ideal beauty. “For women, beauty has been institutionalized to the point where an entire industry devoted to beauty has been created. Beauty is tied not only to appearance but also to mental health and physical well being (Brand, 1999). This beauty ideal is an overall “look” that incorporates one’s physical features as well as a variety of products or services as clothing and cosmetics (Englis et al., 1994). Striving to meet the cultural ideal is a key selling message used by many types of advertisers involved in selling beauty – oriented products (Jacobson & Mazur, 1995).” (Gender and Advertising). Hence, the advertisers easily lure the female viewers to their products and engage them to the process of trying to attain ideal beauty. In India, the most popular product that sells this message is the fairness creams that claim to lighten the skin tone.
Women are presented as decorative and sexual stereotypes in the …show more content…

In sexual depiction the focus is on her lips, hips or breasts. “Women are also seen as more tactile than men; that is, they more often are touching, cradling, and caressing objects (Gender and Advertising). The passive nature of women is again asserted as the touch relate to emotions not activity. Thus by the decorative and sexual depictions the female model turns to an object or commodity. The representation of women as sexual imagery grabs the attention of the customer towards the product advertised. Twitchell (1996) said, at a minimum, “Sex does not sell but it certainly captures attention (quoted in Gender and Advertising p.

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