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Media, marketing and mass advertising: Managing patient expectations

Paraskeva, Nicole



The mass media is a very powerful source of influence and plays a key role in promoting and defining cultural standards of beauty (Halliwell and Diedrichs, 2012). Research from the body image literature shows that repeated exposure to media messages and images of society’s beauty ideals can lead to body dissatisfaction, internalisation of appearance ideals and attempts to change one’s body (Halliwell and Diedrichs, 2012). More recently, the media has increasingly featured cosmetic procedures, for example, in advertisements, magazine articles and TV programmes (Hennink-Kaminski et al, 2010; Sharp et al, 2014). As a result, cosmetic surgery is often portrayed in reality TV shows such as Botched up Bodies and Embarrassing Bodies, and slogans such as ‘Confidence that speaks for itself—find yours with cosmetic surgery’ are typically found in advertisements for these treatments (UK Feminista, 2012).


Paraskeva, N. (2015). Media, marketing and mass advertising: Managing patient expectations. Journal of Aesthetic Nursing, 4(5), 236-237.

Journal Article Type Article
Publication Date Jun 1, 2015
Journal Journal of Aesthetic Nursing
Print ISSN 2050-3717
Publisher MA Healthcare
Peer Reviewed Not Peer Reviewed
Volume 4
Issue 5
Pages 236-237
Keywords media, body image, cosmetic surgery, advertising
Public URL
Publisher URL