A Beautiful Ideal: Advertising as Proscriptive, Not Merely Descriptive

The beauty of beauty is opposite to the general word that beauty is not the sight of a bystander. The ideal beauty and beauty is a subtle manifestation of each society's unique social, political and economic beliefs. The definition of beauty is throughout history, across cultural and geographical boundaries. Because of the hegemony of modern men in contemporary society, the standards of beauty are often reflected and observed through the objectiveization of women. Although there is no second standard of beauty, the analysis of the expression of beauty reveals the ideal beauty as a manifestation of advertisement and consumer culture.

Cosmetic facial cleanser is a term used in the advertising industry to refer to harmful ideals that beauty can be defined through skin or hair color. This term is especially useful for photographs that lighten the colors of models skin and hair. In TEDx's speech, Jean Kilbourne said, "White ideal, thin skin color, straight hair, white personality, only round women are beautiful." As mentioned earlier, white washing is the method that advertisers typically use to target specific people. However, the advertiser may try to change the user's ID rather than using another user or model.

Advertising is not limited to items in our popular culture. Since the image used for advertising is often idealized, we will set the standard that we must eventually recognize. Advertisement helps us tell us more about how to show us the ideal image and get it. Advertisers can basically promote positive or negative images. Unfortunately, most of the characters drawn by women tend to follow the latter explanation. Ironically, it is because these negative images are most successful in selling products.

Advertising images reinforce distorted and destructive ideals of femininity, including unrealistic expectations for beauty, perfection, and gender (Kilbourne 1999). A study on the image of women in the advertisement of Jean Kilbourne (1999) shows that they are primarily young, white, and thin women, in a passive and discriminatory situation with unnatural perfection . Naomi Wolf (2002) insisted that the media promoted a "beautiful myth" which is an unrealistic idealized social ideology promoting the beauty of women. Every woman should strive to achieve it, beauty is not natural, but in order to be beautiful, you need to purchase cosmetics, diet and skin care. This mythology has also played a role as it has the ability to rule women. I think Wolf is following the ideal