In a deliberate twist on woman’s magazine ‘Cosmopolitan’, Edinburgh based ‘Spire Healthcare cosmetic surgery’ has produced a fictional cover titled ‘Cosmetic’. The cover shows a young female model in a cleavage-enhancing top, along with text promoting ‘Same Day Surgery’, ‘Get More Pay Less’ and ‘Consult Plastic Surgeons’.
The Advertising Standards Agency (ASA) received 10 separate complaints regarding the advert. People thought it was an irresponsible campaign because it trivialised cosmetic surgery in front of a potential audience of young, impressionable girls.
The ASA stated that the use of the advert in public places was ‘untargeted, uncontrolled’ and ‘visible to all passing’.
Young people will associate the glossy, glamorous magazine style with increasing media pressures to look a certain way. The advert mentions nothing about the risks involved with surgery and promotes breast-augmentation as a cheap, quick, straight forward procedure – on par with a manicure or hair appointment.
Because the poster did not conform with brand guidelines, it has since been banned.
If you have suffered from feelings of low-self esteem or low confidence as a result of media pressures, or for any other reasons, you may wish to consult a counsellor. To find out more about how a counsellor could help you with these issues, please visit our pages on Low Confidence and Low Self-Esteem.
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