Spa-Like Experience in Progress

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"Introducing LINEANCE… European Spa-Like Hair Removal At Home. Enter the affordable luxury of exquisitely smooth hair-free legs. LINEANCE is the hair removal line that is specially formulated to minimize harsh chemical odors, so it's as pleasant to your nose as it is to your skin. The contoured applicator and pampering skin nourishing treatment create a spa like experience. Close the door and enter the luxury of LINEANCE."

This is an advertisement for LINEANCE, which sells hair removal treatments and can be found in Glamour magazine. There is more to the advertisement than simply getting the product out there; it is used to sell on the desires of Americans. The advertisement falls within the parable of the Democracy of Goods as described by Marchand, "according to this parable, the wonders of modern mass production and distribution enabled every person to enjoy the society's most significant pleasure, convenience, or benefit" (151). This LINEANCE advertisement not only exercises the parable by playing on the desires of the middle class to enjoy a luxury of the elite, but exploits the culture of American advertising through sexual implicitness and an elitist approach.

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The LINEANCE advertisement was intentionally placed in Glamour magazine to attract middle class consumers. Glamour's contents are mostly elitist, with advertisements promoting the high culture of martinis, luxury automobiles, and expensive jewelry. Such contents captivate the desires of young middle class females, which make up the majority of Glamour's readership, to become more like the elite. Within the magazine are instructions on how to look and be like someone at the top of the ladder. For someone already part of high culture, she would not read such a magazine to tell her how to dress or where to shop because she probably pays for her own personal shopper and stylist. Also in the magazine is a section titled "Life and Happiness Your Work." This section gives advice about landing a job, being a better employee, and provides interview techniques and inspiration for career goals. Once someone has already made it, she is more likely to be giving the advice than to be taking it. It seems appropriate for LINEANCE to be advertised in Glamour because middle class consumers are interested in sharing in even the simplest forms of "elitism," such as the LINEANCE hair removal treatment that promises a spa-like experience.

Placing the LINEANCE advertisement in Glamour easily arouses the emotions of consumers. Consumers looking at this advertisement are not likely to be thinking about how the product works or if it works at all. They are simply hooked on to the product just by the idea of having a spa experience that they have never had. It is more exciting to think about being in a candle lit bathroom with a running bubble bath rather than to be questioning the quality and worth of the product. "Appealing to our subconscious emotions rather than to our conscious intellects, advertisements are designed to exploit the discontentments fostered by the American dream, the constant desire for social success and the material awards that accompany it" (Solomon 161).

Such stirred emotions may also be geared towards sexuality to sell the hair removal treatment. In the advertisement, it pictures a woman adorned in just a towel sitting alone in her bathroom. She has a leg raised and placed on the chair. She is barely leaning over with a hand gently caressing the smoothness of her leg. Her other hand is placed directly above her breast securing the towel in place, as if her breasts might just fall out from leaning over. On her face is a serene, pleased expression that can be translated as being sexually aroused. In the background are the barely visible LINEANCE hair removal bottles with a few lighted candles nearby. On the side of the ad is a hanging doorknob placard that says, "Spa Experience in Progress." It is symbolically associated to a "Do Not Disturb" placard, in which a person would automatically assume that sexual intimacy is occurring behind the closed doors. The advertisement is used to show that the LINEANCE product contributes to this sexually heated moment.

The LINEANCE advertisement is also working the parable of the Democracy of Goods formula here, advertising that its product is an "affordable luxury." According to Marchand, "the concept of the Democracy of Goods asserted that although the rich enjoyed a great variety of luxuries, the acquisition of their one most significant luxury would provide anyone with the ultimate satisfaction" (151). When comparing the lifestyles of an upper class and middle class woman, it seems that the upper class woman typically does not have to work as hard as her lesser counterpart because she already has plenty of money. The middle class woman struggles to possess more and is not able to spend very much money beyond the necessities of clothes, food, and shelter to provide for her family. And in this case, spending money for a day at the spa is an extravagant luxury for your everyday woman. With all the bills and essentials to pay for, the middle class woman could never dream of spending those precious dollars just to pamper herself at a spa. Even on a talk show such as Oprah, when a woman wins an all expense paid day trip to the spa, every woman watching is in awe wishing they could win. The spa is not affordable for everyone and, therefore, is linked to the rich who are able to afford to throw their money out for such simple pleasures of a spa. The advertisement leads middle class consumers to believe that they, too, can afford and enjoy the spa-like experience that they have been deprived of by the upper class with this one product.

Because the upper class woman seems to work less, she seems to have more free time. As for the middle class woman, she seems to keep running out of time to do everything necessary. For her, free time seems inconceivable. Middle class mothers can commonly be termed as "soccer moms," juggling their time between work and taking care of the home and children. Having time in solitude is minimal, so the thought of a day at the spa is out of the question. It is generally assumed that the upper class woman has more time because she probably has a nanny that takes care of her children and hires a cleaning service to tidy up her country estate. She has the resources to pay people to take care of her responsibilities so she may enjoy time to herself, whereas the middle class woman has to do everything on her own. The middle class woman desires to have this leisure time that the other possesses. The advertisement conveys that with this LINEANCE product, the everyday woman can take the time out of her busy schedule to have a moment to herself. But it isn't just time alone; it is luxury time she would find at a spa, but for cheaper in her own home. The LINEANCE ad is pitching a product that is not only an "affordable luxury" of cost, but of time.

Of all the advertisements in America schemed to attract the desires of American consumers, this LINEANCE advertisement is just one example. With a competitive nature, Americans are constantly trying to "better" themselves and reach for social distinction. To find confirmation during their journeys, they turn to material possessions to determine their social status. It is not difficult to see why advertising agencies exploit these desires to sell items such as a bar of soap to a piece of the moon. American companies manufacture status symbols because American consumers want them (Solomon 16). Solomon states that American advertisers "manipulate us into buying their wares… for advertising campaigns are not sources of product information, they are exercises of behavior modification" (161). Although advertisements such as the LINEANCE product continue to play on the parable of the Democracy of Goods and on our desires, it is only because we let them.

Marchand, Roland. "The Parable of the Democracy of Goods." Maasik and Solomon 150-157

Maasik, Sonia, and Jack Solomon, eds. Signs of Life in the U.S.A. Boston/New York Bedford/St Martin's, 00.

Solomon, Jack. "Masters of Desire The Culture of American Advertising." Maasik and Solomon 160-170

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