OPPapers.com

Religion

5/19/05

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Having mass media all around us, makes it extremely difficult to even turn to a

corner without having to see some type of advertisement. These advertisements that are

becoming more and more useful in selling a product have also been constantly changing

our culture. With advertisements continuously surrounding people, it is no wonder to see

how as consumers we have become an easy target towards manipulation. Advertising

creates needs, encourages over consumption, warps American culture, and makes us

insecure about ourselves through advertisement making people uncomfortable with there

own bodies while using emotional appeal, portraying dream like worlds, and turning

consumers into objects.

With mass media at an ultimate high, it is no wonder to see why some people begin

to feel uncomfortable in their own skin after watching certain advertisements. The

advertisements appear to portray dreams to which the majority of people would love to

change about themselves. Advertisers continuously show images of thinner, taller, and

towards more younger males and females on their ads. These ideals of the "perfect person

with the perfect body" are being imposed on those who do not fit into the category. By

presenting this ideal, which is a look difficult to achieve and maintain, product industries

are growing in profits. (Gerber) They portray beautiful, thin people having a great time

with whatever product that is being sold. Not only do advertisers make a person who does

not encompass the qualities uncomfortable in their own skin, but makes them want to

become just like the people in their ads. (Holt 26-28) For example, the women portrayed

in Sports Illustrated swimsuit issue are looked at as somewhat of a threat to the average

women or man. In a letter written to Rev. Michael C. McFarland by Arthur G. Mattei, a

mass communication...