Zits are at least 51 years old!

"I am so relieved to find a good acne product before school started!"

Olive said that just two months ago in an online consumer product review. I don't remember using acne products often in my school years, though when I did it was because all of the little zits that dotted my friends' faces would join together on my own as a singular grand finale; a geographically altering explosion of embarrassment.

So Olive needs some relief today and I needed it in the 80s, but this newspaper clipping for Sea Breeze answered kids' prayers in 1960. I found the advertisement in a newspaper we dug out of our chimney.

In full, it reads:

"Amazing SEA BREEZE, new brand of antiseptic skin lotion. It works wonders for complexion in just 7 days! SEA BREEZE wipes away the excess oils that cause ____ blackheads, whiteheads and pimples. It helps prevent ____ and conditions pores. SEA BREEZE kills germs instantly - _____ soothes your skin - never dries it, as so many antiseptics do. Amazing results are guaranteed - money back from SEA BREEZE if not completely satisfied at the improvement after just 7 days! Get SEA BREEZE today! Big 4 1/4 oz. bottle - just 69¢ - at any drugstore." 

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According to W, Sea Breeze started as "a cosmetic skin care brand originally launched in 1906. The Original formula was initially sold as an antiseptic for minor cuts and scratches."

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Wiggle room

In her book, Eve's Revenge: Women and a Spirituality of the Body, Lillian Calles Barger writes:

"Throughout great classic works of literature the beautiful woman inspires, but this beauty remains largely undefined. It has no particularity. Its content is not fixed, and its attributes are of a transcendent quality. In the Iliad, Helen of Troy is never described except as beautiful. There is no image of her except what our imagination brings to the text. In William Wordsworth's poem 'She Was a Phantom of Delight' the beloved is described as 'a moment's ornament, / Her eyes as stars of Twilight fair; / Like Twilight's, too, her dusky hair.' Likewise in the biblical Song of Songs the beloved is described through metaphors: 'Behold, you are fair! You have dove's eyes' (Songs 1:15)."

What our imagination brings to the text. I like that. But Barger then asks: "What happens when what it means to be 'the beloved' is no longer articulated with words but communicated by explicit images?"

I spoke with a group of college students about the effects of advertising on body image. In our discussion on the way beauty is defined, one woman said, "There's no wiggle room."

The print ad above for Olay affirms her comment. It highlights Barger's word "explicit," as in: spelled out, given definitive parameters, narrowly prescribed.

Nothing short of a miracle could transform the beauty industry into a comprehensive reflection of the Kingdom of God, but is it possible, in the meantime, to add some wiggle room? How would you do it as an advertiser, or a graphic designer, or a photographer, or a parent?

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This post was first published in early 2008 when I was my only reader. Because it's still valid and because I care about voices who cover these important advertising topics, I'm bringing it back for your consideration.

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