ABSTRACT
This chapter examines how the nature of advertising for cosmetic procedures has changed over time and focuses on the shift from promoting invasive, surgical procedures to non-invasive, non-surgical procedures. Moreover, this chapter discusses themes identified in previous literature on discourses of (beauty) advertising in relation to the magazine data. The section on ‘Look good, feel good’, for example, explores the link between body and mind that advertisers draw on to sell their body transformations and beauty products. Moreover, the problem/solution format that is commonly found in advertising is discussed. Furthermore, the concepts of ‘(em)power(ment)’ and ‘choice’, as employed by marketers, are analysed here. Finally, the use of technology and science, as adopted by contemporary advertising discourses, is analysed.
