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The reason that Cosmetic Surgeons and companies selling face creams use these images is known in the trade as “desire marketing” – by associating their products or surgical skills with desirable attributes with a photograph of an attractive model or occasionally a celebrity.
We might also associate them with “selling a dream” as the majority of these images are not even real – i.e. perfectly flawless skin, totally symmetrical faces with straight noses and beautifully proportioned lips.
Personally, I’m not a big fan of using these “stock images” to promote medical cosmetic treatments – and when everyone from a Cosmetic Surgeon to someone selling a pot of cream uses the same tactic – it must start to lose it’s impact after a while, and consumers must look for something different in order to choose between the companies competing for their money.
As you’ll see with Consulting Room - we’ve deliberately stayed away from using any of these images on our site – and have focussed on sticking to the facts about cosmetic treatments and procedures featured.
I’d like to see some more creative approaches to the use of imagery in cosmetic advertising – and I’m a particular fan of Dove’s campaign for real beauty: www.campaignforrealbeauty.co.uk/ and have made sure that my daughters watched the two videos featured below to ensure that they understand how images are used to influence them!.