Adverts are ubiquitous. When I was growing up, the only time
I would see adverts was while watching television. However, with the rise of
digital technology, adverts have found themselves penetrating everyone’s life:
whether you are watching a YouTube video or scrolling social media, you can
even get adverts on the front of your smartphone’s lock screen dependent on push
notifications of some apps. The one thing I have noticed whilst being forced to
watch adverts is the rise of negative, preventative marketing of consumer
products. What I mean by this is the rise of products marketed as “anti” insert
an adjective here: “anti-frizz”, “anti-blackhead”, “anti-humidity”, “anti-spot”.
This type of marketing perpetuates the idea that we must cover our “imperfections”,
imperfections that are created and defined by these companies. Who decided that
having frizzy hair, spots or blackheads was not ideal? Is there a health
benefit to not having these? As far as I am aware, the only reason products aim
to irradiate these characteristics is to profit from cosmetic ideals. This type
of marketing is what causes self-esteem and insecurities amongst young women.
Of course, it can be said that any type of marketing
involves selling a product to fulfil capitalist created material needs; but I
have to say, I am a contradictory fan of capitalism and its many products.
There is no way to eradicate these products, in a similar critique to that of
work by Karl Marx: overthrowing capitalism is next to impossible. Therefore, my
ideal beauty product marketing is selling the purpose of products as “enhancing
the natural”. These products minimise the guilt I feel about indulging with
capitalism and makes me feel like the product I have bought does not define my
beauty: I am already beautiful, the product is just adding to this. With or without this product my features are
valid. I believe taking this marketing approach is beneficial to both companies
and the consumer. The consumer will feel good about themselves, which in turn,
may increase the chances of repurchasing this item. I have found that responding
to this type of marketing is what has allowed me to no longer feel insecure
about not wearing makeup. 10 years ago, I never would have considered going “bare-face”
at work or at social events, but now it is my norm. Of course, this could also
be due to my self-concept as I have aged, but I do think that positive
marketing has had an impact.
Altogether, as we cannot stop the inevitability of
capitalism, I believe that if companies are going to heavily market consumer products,
it should be done in this positive, uplifting manner.
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