Close up shots in both the Revlon and L'Oreal Paris advertisements are used to attract the viewer's attention by putting the actress in the centre of the frame. It highlights their features and the makeup that they are wearing. It gives a clear view of what the product is "supposed" to look like on. In relation to beauty standard, these close up shots show the seemingly perfect faces of the people that are selling them. It gives the impression that (especially when not selling concealer unlike in the L'Oreal advertisement) that these women have perfect skin, eyebrows and hair that are without flaws. This creates the idea that women who don't look like that or have blemishes/acne/scarring etc. need to make themselves appear flawless when they …show more content…
As saturated as we are by beauty products, our media is also swamped by the large number of celebrities. Ordinary people look up to, admire, and enjoy watching these people and often become interested and invested in their lives. By using a celebrity to endorse a product, to the general public the cosmetics becomes less associated with a brand and more with the person that they see on screen. Olivia Wilde is most famously an actress, Gigi Hadid is a TV personality and model, and Cheryl Fernandez-Versini is prominently known for her singing career. People often look up to a celebrity and try to emulate them, and when they endorse a product it gives the public the impression that whoever is selling it is using it too. Wanting to support their favourite celebrity, people become more inclined to purchase something that is endorsed rather than one that isn't. In further relation to the wider context, by presenting that celebrity people love as beautiful and stunning, it plays on an already skewed perception that women must be perfect at all times. Celebrities are typically always seen when at their best, especially in professional productions. Because all that we see of their lives are the good moments, the understanding of their lives morph into this belief that that is their situation 24/7. In terms of beauty it means that when women are constantly paraded around with perfect makeup and hair, the notion that they are like that constantly begins to grow. And with that notion, it is interpreted that that is their natural state. Women begin to see the expertly done makeup as just the celebrity’s natural beauty unless the makeup is something extravagant. Taking that into consideration, it causes women to scrutinise themselves and their worth, which leads to a feeling of inadequacy when the comparison doesn’t match up. Seeing their favourite