Fra reklame til kosmetisk kirurgi

Hvordan reklame i magasinet Glamour forsøker å få kvinner til å endre på utseendet sitt er tema for vinneren av tredjeprisen i Ungdomskonkurransen Fritt Ord 2012.

Kaja Drews fra Inter­na­tio­nal School of Stav­an­ger vant tredje­pri­sen i 2012-utga­ven av Fritt Ords ung­doms­kon­kur­ran­se med artik­ke­len «Chin Up, Chest Up: How do cos­me­tic sur­ge­ry adverti­se­ments in the woman’s magazi­ne GLAMOUR entice peop­le to seek phy­si­cal chan­ges?». Pri­sen er på 5.000 kro­ner samt rei­se til Men­neske­ret­tig­hets­dom­sto­len i Stras­bourg.

Vox Pub­li­ca pre­sen­te­rer her Drews’ egen sam­men­fat­ning av arbei­det. Du kan også las­te ned essay­et i sin hel­het (pdf).

Summary

This essay ana­ly­sis the cos­me­tic adverti­se­ments found in UK GLAMOUR, the num­ber one women’s magazi­ne in the Uni­ted King­dom. Targe­ted at women aged 18–49 the magazi­ne informs rea­ders of cele­brity gos­sip, fashion trends, rela­tion­ship advice, and how to feel con­fi­dent («Gla­mour (magazi­ne) – ArticleWorld»). Alt­hough many mes­sa­ges GLAMOUR sends are empo­we­ring, some seem to enfor­ce a notion of chan­ge as they sug­gest alte­ring ones appea­ran­ce increa­ses male atten­tion and feeds a need for approval. These notions crea­te insecu­ri­ties and a desire to chan­ge. Full page cos­me­tic sur­ge­ry adverti­se­ments in the back of the magazi­ne entice women to purchase cos­me­tic sur­ge­ry, and the met­hod of how they do so is investi­ga­ted in this ana­ly­sis.

Kaja Drews (foto: Proscien­tia)


The focus will be on the ima­ges and lan­gua­ge used in cos­me­tic sur­ge­ry adverti­se­ments to tempt women to seek phy­si­cal chan­ge. Four issues of GLAMOUR pub­lis­hed betwe­en August 2009 and April 2011 will be ana­ly­zed and the link betwe­en the adverti­se­ments and the con­tex­tu­al place­ment is con­side­red in an attempt to find how GLAMOUR sup­ports and con­veys notions of chan­ge. The simi­la­ri­ties found across adver­ti­sing groups show how they stri­ve to build trust betwe­en con­su­mer and ser­vice and crea­te the assump­tion that con­fi­den­ce, hap­pi­ness, and love can be reached through phy­si­cal alter­ca­tion. In this essay cos­me­tic sur­ge­ry is referred to meaning sur­ge­ry that is uti­lized in order to impro­ve one’s appea­ran­ce wit­hout the­re being a dys­func­tion pre­sent cau­sed by acci­dent or birth defect («Cos­me­tic Sur­ge­ry – defi­nition of Cos­me­tic Sur­ge­ry in the Medi­cal dic­tio­na­ry – by the Free Online Medi­cal Dic­tio­na­ry, The­sau­rus and Ency­clo­pe­dia»).

Cos­me­tic sur­ge­ry adverti­se­ments entice women to seek phy­si­cal chan­ges through iden­ti­fy­ing a rele­vant mar­ket and placing adverti­se­ments whe­re rea­ders have a felt need to alter their appea­ran­ce. Phy­si­cal­ly alte­ring one’s body is por­tray­ed as a cul­tural­ly accep­tab­le and nor­mal way to go about sol­ving per­ce­i­ved pro­blems, crea­ting a vul­ne­rab­le mar­ket of women that are per­sua­ded to belie­ve cos­me­tic sur­ge­ry offers a solu­tion.

TEMA

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