Advertisement Is An Essential Part Of Our Social Life

Advertisement has become an essential part of our social life: it tells us what to buy and what to reject, how to look and what to wear in order to remain in the center of attention. Underestimating the power of advertisement is illogical and selfish, it does have an immense influence on our consciousness and subconsciousness. It is impossible to deny that we live in the era of consumerism: we earn money to buy things that define our personality. When the creators of Apple understood it they stared to sell emotions along with goods and shaped their loyal customer. For modern society a person becomes what he buys: an expensive car and an elegant suit will be praised as much as aristocratic origin or even more in today`s world. Advertising†¦show more content†¦Today a female image shown in almost every advertisement is unreachable for most women living on the planet due to this or that characteristic feature. The ideal woman is white enormously sexy with ultra-slim, teenage fi gure, perfect long hair, shiny skin and professional makeup (Bale, 2008). The accent is made on appearance which is defined as the key to success in private and social life. Before you even open any glossy magazine you realize that to appear on the cover of it you need to fit all these criteria. The models in the advertisements of fashion magazines are intentionally unrealistic and unreachable: they seem to be weightless, ephemeral creatures. Printed media has made it clear that thinness is almost equal to sexual attractiveness and all the women who fall out of the category S and sometimes even XS size do not have any chances to count on the attention of men. The gap between ultra-thin models and normal sizes of ordinary women is so huge that regularly comparison becomes unavoidable. The most serious is the fact that advertising industry has made it a norm which means that it has managed to impose those unrealistic standards to all women of all classes and all nationalities. Fash ion magazines models and Hollywood stars advertising this or that product whose beauty is far from natural- with multiple plastic surgeries and crowds of stylists and hairdressers tell common women how they must look,