The image of cosmetic surgery and her presence in the media

Abstract

As Plastic Surgery is a trending topic in the persuasive communication of these days, the Concilium Group decided to analyze the advertising trends that make Plastic Surgery be considered as the current anti-age panacea.
We are assailed by advertising campaigns that promise to make our identity cards thinner, and plastic surgery clinics are looking for new markets and customers, depending on the ongoing tendencies. There are also those who despise these practises and who promise similar results without resorting to the scalpel: cosmetic enterprises, which are also prominently present on the mass media with their promises of an eternal Shangri-La. This fight for an audience is for a billion-dollar market no one can escape from.
In order to analyze this covert ‘war’, we studied advertisements published in the press in the various national mass media between October 2005 and February 2006. After the recollection of data, the diverse campaigns were published on a digital video-book in which most of the advertising strategies are present, and in which, as an exercise on style, both a campaign in favour of and another against surgical practises are included, in a faithful image of the pulling of strings behind an advertising market which involves millions of euros.