Modern day advertisement does not focus on creation of newer values of beauty. They want to sell their products and create a consumer base. They pay attention to the insecurities to grab the attention of their potential target audience. As audiences, the people also enjoy the entertainment aspect that women can reach such levels of beauty. The beauty of the women is often attuned to the success of a woman. This age-old ideology is still prevalent in the current times. They are made subtle, but they seem to reinforce these ideologies. The men enjoy these advertisements and the women’s is made to conform to normative beauty efforts. There is a fostering of the destructive perfectionism and excessive self-critique (Hawn 31). This does not help the women develop rather it focuses on exaggerating some aspects of the so called normative standards of beauty.
This advertisement objectifies women and makes them psychologically submit themselves to being judged by other women who wants to help them look better and stay healthy (Hawn 31).
The real question is why women let themselves would be objectified knowing the ramification, it would cause for them and their society. It is owing to the fact that it is easier to work with the existing stereotype rather than change the normative standards of beauty. The questions would even arise why not adhere to these standards. These kinds of semiotic design need to be rejected as they focus on the sexism and continue to develop on the gender inequalities.