This level of analysis explains the broad societal currents affecting advertisements. This level of analysis is also
concerned with intertextual understanding that helps to understand the broad societal currents that are affecting
the text being studied. This includes views on beauty by people worldwide position within these practices. The beauty myth dates back to the past where women then had also used various
traditional products to enhance their appearance. For instance, women in the olden days painted their faces used
mud, clay, herbs, leaves, flowers and so on. In today’s world beauty and physical attractiveness are emphasised
as desirable and admired. Cosmetics or beauty products are used by women to enhance their physical appearance.
The issues concerning women today such as having smooth skin, a slim body, fair skin and beautiful appearance
has led to the cosmetics industry as one of the fastest growing industry. Women today are so obsessed with
looking attractive and are willing to go to great lengths to achieve their desires. Beauty products advertisements
are able to have control or power over consumers. Some women are sometimes misled in believing what is
advertised is true. Society seems to value a fair, slim, attractive women more as evident from research. The
people in power (advertisers of beauty products) exercise their power through manufacturing of consent.