16 May 2010

Cosmetic Surgery Advertising






In today’s society looking good and staying youthful is so important. Beauty has been proved an advantage when it comes to successful courtship and procreation. It can also have an impact on a person’s success and career prospects, so its no wonder people are turning to drastic measures to stay young and beautiful. Rather than eat well and exercise most people would prefer a quick-fix solution, giving them what they want with minimum effort.

Cosmetic surgery adverts usually show before and after images of patients, showing how they have gone from sad and insecure to happy and confident. They completely sugar coat what having cosmetic surgery actually entails. The cost, the pain, the scarring not to mention the risks of things going wrong, complications and side effects.

It is enticing for people to feel that their lives will be made better if they change their looks. These adverts seem to give women unrealistic expectations about cosmetic surgery. Fixing your nose will not guarantee happiness, enlarging your breasts does not mean you will find a man, but this is basically the message that adverts are portraying.

One advertising campaign I came across, done by McCann Erickson Bogota was for Dr Perea a plastic surgery company in Columbia. The adverts come across as cheeky, funny and harmless but the slogan “It will change more than your body” reinforces the message they want people to believe that cosmetic surgery will instantly make their lives better.

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