According to Dr. Michael Strangelove, advertising instructs the masses about the appropriate roles and uses of goods. This phenomenon is very much present in ‘how-to’ videos on YouTube. The following video was posted by ehow.com, a website that offers countless instructional videos on topics from photography to make-up. This clip demonstrates how traditional and electric eye lash curlers should be used.
Although most people decode the message of this clip as “how-to use an eyelash curler”, underlying messages suggesting the appropriate use of the an eye lash curler can be received. For example, the fact that a woman is showing viewers how to use an eye lash curler on another woman suggests that this product should not be used by men. At the same time, the demonstrator suggests an alternative way to use the traditional eye lash curler i.e., heating it with a blow dryer. Advertising is often necessary in order to communicate the usage protocol of products to consumers.
