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.

As discussed in Professor Michael Strangelove’s class, some advertisements use inappropriate images promoting poor behavior while solicit their product. The CW show ‘Gossip Girl’ has received some negative feedback from the parents of the teenagers that watch the show due to the images above. The advertisements highlights four the series’ highschool characters engaging in some form of sexual activity. While representatives for the show claim that the advertisements were produced to connect with their targeted audience, others feel as though the images are encourage young people to become sexually active at a young age.

According to Dr. Michael Strangelove, the current style of advertising is reflective of Totemism; the association of mystical, magic-like qualities  with the use of products. Totemism is very prominent in advertisements for beauty products targeted at women. These products claim to have magical properties that alter one’s physical appearance e.g., having shinnier hair or longer, thicker eye lashes. Such ads persuade consumers to purchase beautifying products that have the mysterious and amazing capacity to achieve the unachievable.