Abstract:Contemporary cosmetic surgery advertisements have established a new discourse on beauty by using aesthetic messages and images, the "myth" of technology and doctors' authority. Beauty does not have to be born with, and can be gained through consumption and cosmetic surgery. These Ads praise modern women who pursue beauty actively and exclude those who do not match the norm of beauty. Woman's body has become the battleground of diverse powers, including experts' information, scientific interpretation, medical intervention, male gaze and self-expression. This may have loosed the control of patriarchy over women, but have entrapped women in the discipline of capital, science and technology. Although these Ads' superficial and elaborate styles and false messages disassemble their trust-worthiness, the strong financial support continues their popular and powerful influence.
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