Through television shows, news stories, and commercials for elective treatments that promise the fountain of youth, sex appeal, and happiness, the acceptance of cosmetic surgery in society has permeated contemporary culture. The public is now more aware of cosmetic operations that promote an ideal beauty standard that cannot be attained naturally as a result of the heightened media preoccupation with them (Swami,2008). The notion that the body may be “simply” altered to conform to a permanent young look or comply to unrealistic beauty standards is ubiquitous as a result of the oversupply of elective surgical treatments. As a result, certain body images have become normalized, along with irrational expectations for plastic surgery and unscrupulous marketing techniques for cosmetic surgery. The media downplays the risks associated with surgical treatments in light of the expanding market and demand for surgical interventions, which can lead to infection, bleeding, embolisms, pulmonary edema, facial nerve injury, undesirable scar development, skin loss, blindness, paralysis, and death (Morgan, 1991). Major surgery is often referred to as “nips” and “tucks” by surgeons who are often engaged in the lucrative industry of selling elective surgery.
Additionally, cosmetic doctors frequently have spa-like offices that downplay the gravity of the current procedure. In the United States, there is debate over cosmetic surgery marketing, advertising, and mediation. The argument is brought up by the standardization of idealized beauty ideals as a result of media overexposure to cosmetic surgery and consumer self-diagnosis. Surgeons take advantage of anxieties and employ aggressive marketing strategies for prophylactic treatments. Additionally, consumers’ expectations and views of cosmetic surgery are distorted and unreal due to the media’s widespread coverage of the procedure and deceptive advertising. In order to comprehend the ethical concerns associated with elective surgery, this article explores the history of cosmetic surgery, marketing and advertising strategies, as well as mediated theory.
