Beauty and the Beast of Advertising

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Through the course of Jean Kilbourne’s article “Beauty . . .and the Beast of Advertising,” she gives us an array of interesting facts, strong personal opinions, and possible dangers that stem from American advertisement. There were sections of her writing I highly enjoyed, but there were also parts that were too opinionated for my liking. However, all in all Kilbourne wrote an informative article, with a strong voice that keeps the reader interested and thinking. Therefore, I would recommend this article in a heartbeat, for it’s a thought-provoking piece that would be ideal for the new freshman seminar. I’m positive not all will enjoy the article, in fact some will even hate it. What I can promise you is that Ms. Kilbourne will at least get everyone to think about their own behavior. This is an easy promise to make because the article is written in such a way that keeps the reader reading and is on a topic that all people can relate to. When one combines these two elements into his or her writing it makes the reader sub consciencely think about their own views and mannerisms.


I tip my hat to Kilbourne, she successfully fulfilled the most important criterion on my list. (must make students think about their own views) She does this by using a writing style which incorporates facts and opinions all through her writing. For instance, she tells us “Advertising is an over 100$ billion a year industry and effects all of us throughout our lives. We are each exposed to over ,000 ads a day, constituting perhaps the most powerful educational force in society. The average adult will spend one and one-half years of his/her life watching television commercials.” She then goes on to say, “But the ads sell a great deal more than products. They sell values, images and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be.” This kind of passage quickly gets my head ticking and I start to relate the topic into my personal experience and views. When one gives a reader interesting facts that surprise him/her and on top of that gives a strong opinion, it forces the reader to form their own opinion, or side with the writer. That decision you make is why this text is effective. The choice you’re forced to make isn’t possible without you thinking about the issue on your own personal level. This again is why I recommend this article.


I said earlier I thought parts of her writing were too opinionated, and it’s true I believe some sections are. But I don’t necessarily think that is a bad thing. I think that when someone reads a passage with a strong distinct tone, like “Advertising’s approach to sex is pornographic; it reduces people to objects and de-emphasizes human contact and individuality. This reduction of sexuality to a dirty joke and of people to object is the real obscenity of the culture.” It makes people examine and look even harder at the conveyed opinion, which pushes them to think that much more. Personally I know after I read that section I was struck by its negativity but quickly fell into thought on whether Kilbourne was right or not. This is a good example of how even when you read something you’re not that crazy about, it still will make you think. If an article, good or bad, can make you think about your own views it has done its job as effective text.


After reading the goals of this freshman seminar, there is no doubt in my mind Jean Kilbourne’s article will be beneficial for the course. “Beauty . . . and the Beast of Advertising,” is an article which will certainly make students reexamine how culture/social influences and factors shape attitudes, ways of thinking, and behaviors. It will give them a good idea of what cultural factors have influenced their ideas and mannerisms. Above all this piece of writing will make students think critically about how our culture has the power to shape our views of and expectations for identity and social interaction. I’d now like to leave you with Ms. Kilbourne’s closing statement


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“By remaining unaware of the profound seriousness of the ubiquitous influence, the redundant message and the subliminal impact of advertisements, we ignore one of the most powerful “educational” forces in the culture � one that greatly affects our self- images, our ability to relate to each other, and effectively destroys any awareness and action that might help to change the climate.”








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