What Effect does Advertising have on Women?

By: Trenise Ladson

 

	"You. Only Prettier." The Micro Yaky advertisement promises. The model a young female is giving the viewer her most assuring smile. She has a white light illuminating her background, which gives her a certain glow. As her "natural" looking soft blonde hair is neatly surrounding her well made up face. Women are constantly haunted by images like the one described above Ðthe woman is now prettier, and happier because of a product. She has acquired what all women want: acceptance and approval. And all because she now has "Natural, soft and beautiful blonde hair." The advertisement gives the illusion that you too can be happier and prettier if you only alter your appearance. In other words, "You are not acceptable the way you are, and you need to make a change!"
	Another advertisement that conveys this message is one for "Cover Girl." The purpose of this advertisement is to introduce a new lipstick. But, the lipstick is not in the ad. Instead there is an extreme close-up of a very attractive young female. She has an overwhelming look of happiness and pleasure on her face, which gives the ad a flirty and carefree ambience. There are no images in the background, so all of your attention is focused on how happy and pretty she looks. The woman also makes eye contact with the viewer, which on an imaginary level creates an illusion of direct address. The real purpose of this advertisement is to give the illusion that when the viewer buys this product, she will not only look better, she will feel better. When women view this ad they will feel dissatisfied with themselves. They will then connect mental happiness with physical happiness, and try to conform to this ideal and impossible standard of beauty.
	The next advertisement is for "Bonne Bell" eye shadows. The slogan under the company name reads "We are girls", but the image and message is clearly a contradiction. The young female in this ad looks nothing like a girl. Her makeup and clothing gives her the appearance of an older woman. Her facial expression and body gestures all read "sex," from her arched eyebrows and slight smile, to the shirt, which is dangling off of her shoulder. The viewer is overwhelmed with sexual desire, if only for a brief moment. Because this ad is pitched at young women, when they view this ad they will yearn for the same sensuality that is depicted. They will feel a constant need for change. And, continuously think that beauty is judged on appearance.

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