Illusion only is sacred, truth profane

The first advert is taken from the magazine Vanity Fair April 2012 issue. The tag line "Be the Woman you want to be" suggests by wearing the clothing from this company that such an aim is achievable. In order to make the model used anonymous the face has been replaced by a mirror. Anyone looking into the mirror would see themselves thus linking what can be seen with the promise in the tag line.

The second advert is from the April 2012 issue of Vogue. The tag line "Wear the Shoes Rule the World" invites the viewer to believe that by the simple act of wearing 'fitflop' shoes she will be in command of all that she desires. Again the model has been made anonymous by the face being hidden by her hair.

The third advert is taken from the April 2012 issue of the magazine Vogue. The product is aimed at those who wish to remove/reduce the signs of ageing. Although difficult to read the 'small print' is an interesting exercise in implying 'greatnbess' without telling a lie. It reads:

• The multi award-winning Sisleya Global Anti-Age has been Sisley's No 1 selling skin care product since its launch. Formulated to address all signs of skin ageing in one single cream. It contains Sisley's choice of the best anti-wrinkle, regenerating and stimulating plant extracts nature has to offer. It gives the skin the indispensable elements need for its beauty. Skin is smoother, more luminous, plumped and radiant. 

A close reading of the claims shows that they only refer to the world of the seller of the product. There is no outside confirmation.  The final sentence describing the effect upon the skin may or may not be true and as it is a subjective view is not open to challenge.

It would seem at first glance that adverts for beauty/fashion products are not subject to the strictures of the Advertising Standards Authority largely because there is no objective evidence to support or deny the claims. In the adverts above, primarily aimed at women, the unstated result of using the product is to enter into a new world where the image presented to the world is aligned very closely with the image the person believes to be the desired aim of everyone. The illusion is all.

One of the things that I noticed whilst scanning the magazines for appropriate adverts were the very large number where only the makers name was included with the image. Nothing was said or claimed about what it means to have these products. Here the 'name' has reached the point that simply to mention it conjures up a world where simple ownership of the product is all that is needed. Is this not the ultimate illusion?