The Effect Of Cosmetics Advertisement On The Teen Market
Cosmetics covers a wide array of products. It can apply to make up, skin care products, or even eye wear. No matter how you look at it, they are a big part of the female world as we know it.
Today’s market advertises with beautiful women. They are slim with flawless features, supposedly made that way with the help with the item being advertised. This has had an adverse effect on the teen society.
These ads show females getting a lot of attention from overly handsome guys while looking beautiful. This sends out the message that you need to be beautiful in order to get the guy you want. The product sells well enough, but at the cost of the consumer’s self-esteem.
Depression is the normal result of advertising like this. Teen years are the most impressionable years in a young girl’s life. This is where they learn to live in the adult world. If they think they have to be beautiful in order to be a success in life, this is an unrealistic outlook.
Skin care products are a good example of this kind of marketing. Most, but not all, skin care products offered these days use celebrities or hired models to star in their commercial campaigns. Actors and models already have a bad reputation for being “made up” or airbrushed. Companies using them to get to the teen market just add salt to the wound. They are considered role models so if they look perfect, girls think they have to too.
Teenagers who see these advertisements on TV think they have to look perfect in order to be satisfied in life. This is not a good signal to send out. When teens see commercials like that, they think they have to look like what they see in order to be happy. That is not a good way of thinking.
TV is not the only party guilty of this. Magazines and other periodicals are worse. Flipping through any fashion magazine, girls see their favorite celebrities, or models looking down right gorgeous.This is not a realistic picture.
Some companies are taking a stand against the idea of perfection. Many are using real customers now. That is the best type of advertisement. Even though celebrity endorsement is still a popular form of advertisement, it is not being used as often in the beauty product advertisement. This is taking some of the pressure off.
The problem will not go away over night, but there are steps being taken. Flip through a fashion magazine or a teen oriented magazine once. You will see many cosmetics advertisements now feature normal teenagers. This is a big step in helping the self-esteem of today’s youth.
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