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This advertisement is created by Palm Olive for a bar of soap that claims to bring a lovelier complexion (7). This form of advertisement is aimed at white women, as it portrays a conventionally attractive white woman alongside the soap. This advertisement perpetuates the societal expectation that women should prioritize their appearance and complexion. Reinforcing the idea that women are primarily judged and valued based on their physical beauty, creating ongoing pressure for them to maintain a perfect complexion.
The advertisement plays a part in the broader narrative of the beauty industry, that if a woman uses a specific product she will finally fit the unrealistic beauty standards. Suggesting that a woman's self-worth is based on her ability to conform to these definitions of beauty, creating a cycle of insecurity and self-doubt.
This advertisement is from Sweetheart, promoting their bath-sized bar soap (8). The advertisement claims that using this soap will result in more youthful and softer skin, reinforcing the idea that women must continuously strive to remain young and not show signs of aging.
Furthermore, the advertisement suggests that women who are reading must also be viewing fashion pictures and preparing their summer outfits. The advertisement goes on to claim that using this soap will enhance the overall effect of their outfits and that it will do justice to their style.
This perpetuates two prevailing notions. First, it suggests that women should always be preoccupied with their appearance and clothing, emphasizing the importance of external beauty. Second, it insinuates that women can only achieve beauty by using additional products. Implying that their natural beauty is insufficient and that they are inadequate unless they consistently use such products. These ideas can contribute to unrealistic beauty standards and create unnecessary pressure on women to meet these ideals.
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