Beauty is in The Eye of The Beholder

As the cliché saying goes: beauty is in the eye of the beholder and sex sells. Advertisers around the world promote a beauty standard that does not come naturally or cheap to most women. With their promotions and billboards they promise that: long, shiny hair; smooth, glowing skin; pearly, white teeth; and plump, full lips are all within your reach. There’s not a body part that cannot be improved…. Or so say those who have products to sell.

Discussion

It is a common known fact that the mainstream beauty standard is so pervasive yet so unnatural. However, this does not stop women from always feeling inadequate. Billboards and posters around Europe, with the U.S. being no exception, portray women as sexual exhibitionists, performing for the benefit of the male gaze. Women’s bodies and sexuality are used to sell countless products to men. Naked women are relied on to add allure to all kinds of products. However, it can be noted that Berlin was not as obvious in relaying such a concept when compared to other European countries such as Prague. Though it is common within the German culture to be open with regards to sex and various advertisements portray women in the nude, they are in no way considered provocative or demeaning images.
While on a weekend get-a-way to Prague, I noted that many of their advertisements portrayed women completely in the nude. The difference being that they were placed in provocative stances. It was not unusual to see ads featuring women in positions that are submissive to men. Both women and men were frequently portrayed in sexually suggestive situations, where the woman appeared ready and willing to please.
Within both these countries I found their advertisements conveyed much about their society. Though Berlin was also open in regards to sex and portraying it in their media they did it in a classy and respectful way. It can only be assumed that women are viewed with higher regards than in Prague. In the end, ads in Berlin focused not on the sexuality of a woman rather on the true beauty and ultimately what was being sold.

Highlights

- Berlin is not as obvious when portraying women within their advertisements
- Prague placed little respect for women through their provocative and sexual ads
- Berlin focused more on the product rather, which ultimately sells.



Detail

To the right, a typical Berlin advertisement is shown. Clearly, the woman within the ad is fully clothed and although she emits a sexual appeal it does not convey a provocative message or seem over-the-top sexual. However, on the left is an example of an advertisement found in Prague. This is a prime example of how women are objectified and turned into the product itself; just another "product" to be bought and consumed.