We live in a culture with a multi-million dollar fashion and cosmetic industry that makes lots and lots of money by telling people they need to improve the way they look. We're surrounded with messages in:

• Advertisements
• Magazines
• Movies
• Fashion shows
• Make-up parties
• Beauty salons.

The list goes on.

These all use different ways to tell us we desperately need their product! The more terrible we think we look; the more chance they have to sell us their product.

Have you got a magazine handy? Open it up and have a look at an advertisement for something like a skin moisturiser for example. Now let's guess. There is most likely a picture of a smiling beauty taking up most of the page. Her teeth are straight and white. Her hair is probably well groomed and no doubt she has a "fashionable" haircut. Her skin is smooth and flawless and more than likely white. The lighting is soft and she has kind of a hazy look. Next to her face is possibly the product being advertised (i.e. if you use this you will look like this). Somewhere on the page there will possibly be some writing that says why you most certainly can go on no longer in your life without this product. Perhaps the text refers to leading scientific studies that indicate you "need" this product.

Examples of other techniques include:

• Brushing, colouring in, or touching-up body parts on photos, so they appear perfect (ever seen a model with cellulite, bruises, lumps or a pimple?)
• Using body doubles in movies - you are not always seeing the person you think you are seeing
• Soft or harsh lighting to create an effect
• Using words like, scientifically proven, research shows, etc.

These techniques are used to show "the perfect body" you will achieve if you use a particular product.

 So what happens when we still look like our super selves? When we don't look like the models in the magazines or movie stars, we often think there must be something wrong with whom we are.

So that fab face cream didn't turn us into a movie star? Pumping iron didn't give us biceps like Hercules? The acne cream didn't turn our skin to the texture of a baby's bum? And the latest ear lobe diet didn't change the shape of our already genetically inherited ear? (You may think an ear lobe diet is a silly concept, is it any sillier than a bottom and thigh diet?) When they don't work, we blame ourselves and think we're failures, we're not disciplined enough, or feel we are downright bad. This is starting to sound like a vicious circle!

 Next time you see an advertisement on TV or see one in a magazine, take close note.

• Who really looks like this?
• If you buy this product, are you really going to look or have fun like the people in the advertisement?
• What kind of language is used - perhaps it is scientific, or fun and groovy (i.e. if you buy this you too will be fun and groovy?)
• What promises is the ad making?
• Are they really possible?