We have all experienced it: sitting in the waiting room at the doctor's office, leafing through a magazine, just killing time while we wait for our name to be called. Typically, there's very little of interest in the magazine - there are more advertisements than articles and it's no small wonder. Over the last few years, the amount of money spent on advertisements has increased considerably (Wikipedia, 2008). In 2007, advertisers spent over $186 billion in North America and nearly $465 billion worldwide (ZenithOptimedia, 2008). Furthermore, it is predicted that by 2010, over $553 billion will be spent worldwide on advertising (ZenithOptimedia, 2008). For the most part, advertisements "including print, television, and Internet ads "can be misleading or illogical and contain incomplete or distorted messages" (Silverblatt, 2008). However, when the cultural context "and in particular the worldview is taken into account, the message becomes more clear." In this self-absorbed world, one sees that there is a tremendous need to look young, thin, and attractive in order to be accepted and there is a product that can help you accomplish that goal.
One of the central themes found in advertising is the selling of youth and beauty. For example, an advertiser will ask potential customers to use the product to achieve a younger appearance, to lose weight, or to attract members of the opposite sex. Products are supposed to make you look younger, feel younger, or both. Pills and creams will help you shed excess pounds and unwanted fat. Body sprays and perfumes will make you irresistible. But what does this say about our culture? It implies that we live in a society that values youth, a slender body, and sex appeal. If we don't use the products that the advertisers are trying to sell us, we are doomed to a life of loneliness and despair. After all, you can't be fat, old and wrinkled and still be happy and have friends.
