ABSTRACT
Everyone is aware of the importance given to young women’s bodies in all printed advertising, regardless of the product in question. Women are aware of the power of their bodies, and often will use them intelligently to their own benefit. Not long ago, and still today to a certain extent, traditional circles exercised their influence in order to reject any ostentatious use of women’s bodies. The abstract and elusive concept of beauty in relation to women is not only different from one culture to another, but it has also changed according to different times in history. The never-ending beauty contests, continuously denounced by militant feminists as a despicable commercial utilisation of women’s bodies, confirm that such competition for the sceptre only represents the predominance of one beautiful body over another. There is no question that beauty is completely relative, and definitely linked to that marvellous image of the young woman we were born from.
