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Cosmetic Surgery Ad banned for trivialising surgery and for potentially portraying women as sex objects.


When is it too young to get a breast job? 

Just when you think advertisers have been learning their lessons and been reigning in their ads they smile, shake your hand and come back the next day with an even more incriminating suggestive advertisement.

Which brings us to the current fracas, starring the ASA (American Standards Authority) as opposed to BASA(British Advertising Standards Agency) who have been busy clamping down on ads over there in the UK in one corner and the cosmetic surgery industry in the other. The cosmetic surgery industry you wonder?

How many liposuctions and body part lifts can one get? Never too many. That of course hasn’t stopped the ASA coming after the cosmetics industry for advertisements that it has deemed too risque and suggestive to a type of clientile they probably wouldn’t want to see become settled in such affairs, that is young impressionable teenagers.

After all you would think cosmetic surgery was there to correct one’s aesthetic appearance especially as one got older and things started to droop a smidgen. But no, now we are implored why wait until you’re in your 40’s boys and girls when you can get a breast job when you’re 16.

Yes, yes, I know you don’t even have breasts when you’re 16, but what’s the harm in trying? You are after all being religiously groomed by the omnipresent ads, cover magazines and what passes for popular culture that if you’re a woman with breasts (which of course you most probably are…) then you too are a wanton sex object. Yes, women are sex objects. I know it offends me too, but this is what you get sometimes for de-sensitizing society and constantly portraying women as being valuable only when they look a particular way.

guardian: The advertising watchdog has banned a poster campaign for cosmetic surgery that featured a woman in a skimpy top in posters designed to look like the cover of a glossy women’s magazine, after deciding it trivialized breast augmentation and would be seen by young girls.

Spire Healthcare ran the fake magazine cover in a poster campaign in outdoor locations including bus stops.

The ad appeared to be for a fictional glossy magazine called Cosmetic, with the masthead across the top of the poster and text below including “same day surgery”, “get more, pay less” and “boob jobs” written in the style of coverlines as if promoting features inside.

Hmm, same day breast implants?Now I must admit that is rather tempting. Never mind completely absurd.

The ASA received 10 complaints that the ad was irresponsible because it trivialised cosmetic surgery and was unsuitable to appear as posters that could be seen by young girls.

Using the ad across bus shelters was an “untargeted, uncontrolled medium, visible to all passing the ads”, the regulator ruled.

The ASA said the image of “the woman with large breasts and a top which accentuated that”, coupled with the style of the ad and the text “conveyed the message that breast surgery was a straightforward, risk-free lifestyle decision”.

Of course we all know turning up to a hospital bed and having some doctor slice you up and reconstruct isn’t at all straight forward even if we are prone to wrapping such timely and exploratory processes in a cheery bow tie. Then again, what compelled the cosmetic outlet to think they could get away with such an ad in the first place (yes women are sex objects to be taken advantage of…blah)?

Does it have something to do with society’s flippant attitude towards appearances, aesthetics, desire for acceptance? That if we don’t like what we see we can go out and buy a new pair of breasts tomorrow? Are we to believe young people aren’t impressionable to such suggestive messages? What would stop a 17 year old girl dumped by her boyfriend for the girl down the street with the bigger breasts demanding her own new bigger breasts?

Then again what’s wrong with putting an idea out there, no one is forcing anyone to go out and plonk down $3,000 to $20,000 whatever for cosmetic surgery. After all it is a free society. Free as long as you accept the responsibilities of your actions and understand that most children don’t understand that they’re being marketed to as potential sex objects. That understanding of course will come in due course…

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