Is there really such a thing as the perfect person? I mean the perfect body, the perfect skin, the perfect hair. Many women out there want the “perfect look,” and some women who are getting older are looking for ways to look young as well. But why is this? Well, because many of the advertisements we see show a young model with no wrinkles, no facial or body blemishes, stylish hair and make-up; overall flawless. Advertisements portray a flawless (fake), young woman in order to sell a product; however it can lower a woman’s self-esteem, dignity, and wallet because the woman believes she needs to be flawless and young in order to be beautiful. |
Beauty Industry and Flawless & Youth
The beauty industry is dominant in the flawless category of advertising. Many companies like L’Oreal, Pantene, Aussie, or Olay portray women with
some type of flawless beauty feature or characteristic depending on the product they are trying to sell.
One beauty feature commonly advertised is hair products. Companies like Aussie or Pantene use female models in their advertisements with thick, shiny, bouncy hair. The model usually rambles on about how her hair was so lifeless before she started using the advertised product.
Another feature commonly advertised is skin or facial care. Companies such as Olay and Neutrogena commonly advertise female models using a face cleaner saying it will take care of certain skin problems.
Finally, products that have become a larger part of the beauty industry are products to make women look younger basically by reducing wrinkles. Most companies in the beauty industry like Maybelline, Lancôme, Olay, etc. have created a product to focus on older women looking to regain their youth.
However, there are more things similar between all of these ads than different. Many beauty ads that highlight the same feature or characteristic (like hair or skin) have very similar advertisements. They portray the same type of female model; skinny and made to look flawless. According to Moore, “ninety-seven percent of female models in advertisements are photo-shopped to look flawless or give the characteristic the beauty company is looking for. (2002).” The models are not only photo-shopped to look flawless, but certain characteristics are also added to the advertisement. For example, if the advertisement was to focus on shampoo that can add more volume to your hair, the models hair may be photo-shopped to focus more on the hair or to make the model's hair stand out more in some way. They also use similar types of shots of the model to give the viewer a better look at what the product does, or the model’s flawless skin. But the only difference within the advertisement is the product.
some type of flawless beauty feature or characteristic depending on the product they are trying to sell.
One beauty feature commonly advertised is hair products. Companies like Aussie or Pantene use female models in their advertisements with thick, shiny, bouncy hair. The model usually rambles on about how her hair was so lifeless before she started using the advertised product.
Another feature commonly advertised is skin or facial care. Companies such as Olay and Neutrogena commonly advertise female models using a face cleaner saying it will take care of certain skin problems.
Finally, products that have become a larger part of the beauty industry are products to make women look younger basically by reducing wrinkles. Most companies in the beauty industry like Maybelline, Lancôme, Olay, etc. have created a product to focus on older women looking to regain their youth.
However, there are more things similar between all of these ads than different. Many beauty ads that highlight the same feature or characteristic (like hair or skin) have very similar advertisements. They portray the same type of female model; skinny and made to look flawless. According to Moore, “ninety-seven percent of female models in advertisements are photo-shopped to look flawless or give the characteristic the beauty company is looking for. (2002).” The models are not only photo-shopped to look flawless, but certain characteristics are also added to the advertisement. For example, if the advertisement was to focus on shampoo that can add more volume to your hair, the models hair may be photo-shopped to focus more on the hair or to make the model's hair stand out more in some way. They also use similar types of shots of the model to give the viewer a better look at what the product does, or the model’s flawless skin. But the only difference within the advertisement is the product.
How It Impacts Women
In the end, how do photo-shopped and youthful women impact females in society in such a negative way?
First of all, women’s self-esteem may be lowered. They may feel that their skin is not flawless like the models in advertisements or their hair is not long like many women’s in advertisements. They may then feel that they need to fix the problem they think they have with how they look.
Second, now we are at the step of fixing the problem. So just how do you do that? Well it requires putting a dent in your wallet. With all of the things
advertised like skin, face, hair products, etc. many women will try these items to see if they really work and can fix the problem. If there is multiple things that a woman feels she needs to have fixed it can cost a lot of money to buy all of the things she sees advertised and feel she needs.
First of all, women’s self-esteem may be lowered. They may feel that their skin is not flawless like the models in advertisements or their hair is not long like many women’s in advertisements. They may then feel that they need to fix the problem they think they have with how they look.
Second, now we are at the step of fixing the problem. So just how do you do that? Well it requires putting a dent in your wallet. With all of the things
advertised like skin, face, hair products, etc. many women will try these items to see if they really work and can fix the problem. If there is multiple things that a woman feels she needs to have fixed it can cost a lot of money to buy all of the things she sees advertised and feel she needs.