Chapter 25 9/19

In this chapter, Anthony Cortese begins by explaining the term provocateur. The term provocateur is used to describe the female models that Cortese feels are being taken advantage of by the advertising industry. He describes these women as unreal, rather freakish, long-legged, size four, semi-anorexic models. This type of advertisement that provocatively portrays these models causes many women much anxiety as they can, often times, never live up to the level of perfection seen in the picture. Women become extremely afraid when they feel they do not compare to these “perfect” models because many believe men are only attracted to this type of flawlessness. The author also points out that many of these pictures can be altered to become more perfect. Also, most of the money people spend on cosmetics goes directly into the advertising efforts and packaging. Only eight cents of every dollar is spent on the actual ingredients involved in the cosmetic. When people use cosmetics, they get into a mode of thinking that a certain makeup or perfume will turn them into a god or goddess. Once a person starts thinking this way, they begin to think “magically” about products and if they feel any lack of success, the blame falls on using the wrong product. After this occurs, the endless search for perfection goes on and on.