Advertising can be traced back as early as the ancient Egyptian period, but really got going in the 19th century. During that time many ads were done using paintings of figures to demonstrate an ideal quality for the product being sold. Presently, most advertising uses photographs to promote the product but the idealisation still remains. The argument that arises is whether or not marketing agencies should be held accountable for misrepresenting a model or retouching to the point of excess. Personally, I believe that if the purpose of ads is to encourage, persuade or manipulate its audience into taking a specific action, then the imagery should contain certain aesthetics that defy reality. If a car ad was seen in the paper with rust and cracked fenders, there is a good chance that they wont make the sale. However, when retouching is applied to the human figure, specifically for women, the advertisement is attempting to sell an ideal quality or esteem that is attainable through buying their product and, lets face it, the exaggeration is terribly obvious to the trained eye. However, to those who have not yet learned apparently 'fundamental truths', these depictions of beauty can be taken to extremes and come at great cost. The death rate of young girls with eating disorders aged 15-24 is around 20% in Ontario alone (stats). This is an unsettling truth and something that strikes close to home.
The ideal form has been socially placed using art since the Renaissance, where buxom beauties were tastefully painted in the nude without embarrassment or apprehension. Back then I suppose having enough food to be a healthy weight was a status symbol as it meant you were wealthy enough to eat. This 'ideal physique' fluctuates through time and Marilyn Monroe was a groundbreaking icon who didn't mind showing a little thigh. But it seems as time progressed, the ideal form has taken a reduction, most likely because the consumer had to spend their last pay-check on that new Aritzia jacket and has no money for supper. But all joking aside, like it or not, ads promote an identity that young people strive for and thus marketing agencies should take a little candor in how they deliver their messages and to whom they are directed. As communication becomes more accessible with improved technology the media can be viewed by just about anyone and their younger sibling, posing the problem of how to focus on a certain demographic when everyone is drinking from the same stream. This problem may also be a solution, as people are now given control over their own media consumption and can pursue their own interests. The information highway has no speed limit, at least in our country...so far, and I have been witness even now to the increasing intelligence of our youth. I only hope that such epidemics as eating disorders and ignorant bullying can be quelled by our present society so that future generations can prosper on a self-actualized pedestal of personal pride and self-worth. Without those pillories, we might yet have a chance. Take it away Sir Mix-A-Lot!
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