February 8, 2010
Nina Perez
Word Count: 486
It is a common misconception that only teen girls are susceptible to pressure created by the media. Women of all ages, and even men are targeted by ads created about improving the self image. However, because teenagers have young open minds the majority of media ads are directed toward them. Kilbourne stated that teens "are sensitive to peer pressure and find it difficult to resist or even question the dominant cultural messages perpetuated and reinforced by the media" (Kilbourne 231).
I believe that this ad is targeted toward women in their 30's. The woman displayed is tilting her head in an "aren't I beautiful?" sort of manner. She is not smiling, which to me, states in a passive manner that the ad/topic is serious. She also has perfect porcelain skin that many women would pay good money for. The make up that she is wearing is delicate but obvious. The ad is selling what is known as "permanent" make up. This form of make up is actually a dangerous process because it involves tattooing on sensitive areas such as the eye lid. When analyzing this advertisement, I can clearly see other varieties of make up that she is wearing that aren't classified as permanent: the shimmery tint to her cheeks and the mascara on her lashes. At a glance, the idea of permanent make up seems like a good idea. It would be nice to be as glamorous and beautiful as the woman shown in the advertisement, however, by inspecting the woman closely, topical make up can be seen. It cannot be expected that her make up will be that perfect all day long.
The ad states "wake up to make up", which I find highly insulting. The ad is promoting the idea that women should always look perfect. It is stating that there literally is no time to not be wearing make up. Even during slumber, a woman must be perfectly made up. I find that this advertisement is negative to any woman's self esteem because it raises the standard for what is expected of her. Kilbourne also stated that "advertising is one of the most potent messengers in a culture that can be toxic for girl's self esteem" (Kilbourne 232). The woman in this ad does not look like myself or any of my friends, and I believe that it is completely unrealistic. It is nearly impossible for a woman to look perfect all the time; even while wearing "permanent" make up.
This ad is unfair because it is implying that women should always be perfect, when in all reality, I believe that everyone is obligated to have down time. Everyone should be granted the time to relax and not be made up perfectly. The media is trying to convince everyone that they need to buy something to improve themselves. It is important that we reject these ideas and don't fall prey to the media.
Kilbourne, Jean. "The More You Subtract, the More You Add". Women's Lives Multicultural Perspectives 1999: 231-239.
I like your observation that it's not just a pre-teen/teenage issue for younger girls who "don't know any better" or just haven't "learned to love their own bodies yet" or anything. But a definite social norm that BEGINS in childhood and follows us our entire lives. The readings we did for class today said it very well when they stated that advertisers are looking for "life-long consumers" in these younger girls. They are trying to get under their skin as soon and as young as possible in the hopes that these girls with become loyal consumers of theirs.
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