Loveliness, belle, fairness and prettiness… All of these words mean beauty but how is this word used nowadays? Before explaining what real beauty is, let us see what it means. Literally, beauty is a characteristic of anything that provides a perceptual experience of pleasure or satisfaction.[1] I think that there are two important points to decide someone’s beauty; the first is physical appearance and the other is character traits or inner beauty. Unfortunately, no society has understood how to evaluate people as being beautiful or ugly. More and more people consider only physical appearance but never moral values when judging beauty especially because of advertisements that turn women’s bodies into objects. Advertisements change our perception of what female beauty is so we need to be aware of how the images that they show us are different from the truth.
“Our idea of what beauty is may not be what we think it is because of advertisements. and society.” nts Being sexy is not something about your personality but just about looking attractive and getting the attention of the opposite gender. Without a doubt, all women can become sexy by using cosmetic products, going under plastic surgery or by choosing catchy clothes. Actually, this is what advertisers try to emphasize. In order to reach their primary goal of selling the product, they take the advantage of the soft spots of women.[2] The advertisers convince female consumers to believe that they will look more attractive in the case of using their miraculous product. Nevertheless, the truth is that at the end of some operations on your skin, you may have a nice but artificial physical appearance but it is not something to be proud of since everyone who has a big enough budget can have one, too. In the advertisements, we all see models having no lines, wrinkles or scars. How is this level of beauty possible? Actually, it is not, this beauty is computer generated. The majority of advertisements promote that looking good is a vital key for having strong social interaction ability. For example: “He said the first thing he noticed was your great personality. He lied.”[3] says an advertisement targeted at young girls.
Beauty does matter but not in the way that we are told it does and it is achievable by anybody no matter their looks.
However, after a while he tries to learn what is in her mind and her heart. If she is just a hollow girl, he will have nothing to do with her. Here, importance of being beautiful steps in. Being beautiful is not just looking good but also having a good spirit. When a woman just takes care of herself instead of being trapped by furtive advertisements, she no longer has to try to do more. All of society should comprehend that being beautiful has two steps. You can achieve the easier one by having little retouches. The second and the harder step is not something you can acquire with money. She should be holding nice moral values inside herself such as being purified from envy, hate, hypocrisy and so on. At the time she is like that, she is the most beautiful woman in the world.
Furthermore, there is unjust use of women in most of the advertisements. Sincerely, are women disturbed by being used as objects or not? As a man, honestly, I feel the pricks of my conscience when I think of the situation because these advertisements cause sexism. Even if many kinds of advertisements do not obviously declare men as being stronger and more powerful than women, they impose the same idea by the images used to promote the product. Advertisers give women the role of satisfying someone else’s pleasure. They ask rhetoric questions such as “Are you having a problem with fitting into nice jeans?” or “Is your husband complaining about your cup size?” But women are different than men.
Besides, men are shown as active and tough. If a man is using a woman as a footrest or a woman is photographed when her lips are covered to prevent her from speaking out, there must be something wrong. I cannot understand how women do not argue and stand against the advertisers’ approach. Women must not be shown as vulnerable, easy to control or suppressible by men because this causes problems such as…
To sum up, advertisements deliberately lead to the formation of a chasm between men and women owing to their profit that they will gain. Women must learn that being beautiful is not something that is what is shown on billboards, in leaflets, on TVs or heard on radios. Beauty is certainly acquired by the purity of the heart and then immaterially by the beauty of the skin. Your skin will get older and older, one day no product will help you to hide the marks of old age. Would a sincere and warm hearted husband leave you because of the lines on your forehead? Let me tell you, of course not. He will love you for a lifetime being attach to your heart, your character and you if you are pure, without any plastic surgery. Moreover, advertisers’ attitudes towards females must be changed by the protest of both women and men. You, the “beautiful” lady, you are a personage for the society and please be aware of your importance.
[1] http://dictionary.reference.com/browse/beauty
[2] http://generallythinking.com/what-is-beauty/
[3] Killing Us Softly 3 Advertising's Image of Women, Produced by Cambridge Documentary Films
Emre Örendil11A 10
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