The conclusion drawn by Fejes in his article "Advertising and the Political Economy of Lesbian/Gay Identity" interested me because I saw a similarity to the conclusion I drew in textual analysis. Although the ad I examined was desexualized and not aimed at a homosexual audience, it too created an impossible image for young people to aspire to.
Regardless of sexual orientation, race, ethnicity, or economic status, no young person can escape the image of the perfect youth that is being projected by the media. That image is not the same for every demographic, but all of the images are fabricated and unrealistic and it isnot just young people who are targeted. Everyone is being sold an idea of perfection.
Advertisers don't even seem afraid to use the word perfection. Even though we are awareof their goals, we still buy into the image, even when the product is described as "perfection" we consumers bite the worm and swallow the hook. What does that say about the modern consumer and ability to articulate our identities?
