There is clear evidence that individuals living in the Western consumerist society judge others based on their outlook. Western civilization relies on the products that enhance beauty in order to make it better as compared to other groups. The type of advertisement that I selected seeks to promote beauty among young girls and markets the brand, “The Sweet Smell of Youth — Love’s Baby Soft.” After assessing the advertisement, I noticed that it emphasizes the ways in which mainstream media uses the consumer’s insecurity as well as teenagers to idolize the connection between children and sexuality. Based on the content reflected in this advertisement and relating it with intersectional researchers like Sut Jhally, I agree that there are numerous cases of exploiting innocent teenagers and the risks associated with young girls as a result of identities created by the mainstream media. For instance, the media convinces the teenagers to buy beauty products with the promise that they will look sexy as they continue to maintain their youthful stages.

According to Sut Jhally, she tries to examine the connection between rituals, values, and attitudes practiced by customers and the market structures of the beauty products. The media has greatly influenced the consumer society, and advertisement has changed the daily lives of people including both media and public spaces. Individuals are encouraged to exercise the image-based model as a means of representation which helps to counter the rapid spread of innocence forms of entertainment (Jhally 328). The media has a significant role to play, and it helps in shaping our identities as well as monitor the deviance in order to maintain the expected status quo. As a result, our culture continues to remain a site of contestation. Gender mainstreaming seeks to establish equality between men and women by advocating for similar treatment. The media uses women with beauty to advertise various products as compared to men.

The advertisement about “The Sweet Smell of Youth — Love’s Baby Soft” teaches people on how to maintain the beauty and stay a happy life, this implies that the majority of the consumers appreciate happiness. However, the advertisements represent the methods used by the market to distract society and encourage people to purchase new products. In the article, Jhally explains how the industry influences values of the consumer society and shapes the cultural behaviors using products. She supports my argument by stating that the marketplace concurrently constructs and exploits causal connection existing between social norms and beautifying teenagers. Mainstream media focus on achieving massive purchases at the expense of young teenager girls.

In the article, Sut Jhally believes that modern politics need to be practiced based on the imagery system. She states that the current world is centered on visual images which define its reality; therefore, the imaging system is essential in every situation. The media incorporates images to convey relevant information to the public through advertisements. I acknowledge the fact that visual pictures from the dominant language of the world where diverse information is communicated. The world can be reconstructed to be a meaningful place and considered a place of substance on the terrain of visual images. The advertisement in question applies the imagery system to attract many customers and uses an attractive brand logo to convey the message. As mentioned earlier, Western society is obsessed with beauty and personal appearance. Most people living in this society chase new products that enhance beauty to make themselves better.

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