Journal Article

Exploring the Impact of Instagram Ads on the Desire for Cosmetic Procedures

Qutub, Afnan, Bukhari, Fadiah

2023

Overview

This research investigates the impact of Instagram advertisements on women's desire to undergo cosmetic procedures through a qualitative methodology based on in-depth interviews and focus group discussions. The study is grounded in the premise that highly visual and repetitive ads on social media exert a powerful influence in shaping perceptions of beauty, particularly among young women. Findings reveal that sponsored Instagram ads contributed to normalizing cosmetic practices and linking them to personal success and attractiveness, often showcasing idealized female images as beauty standards. Participants expressed attraction to these images despite being aware of their commercial and exaggerated nature, highlighting the tension between critical awareness and psychological influence. The study further shows that repeated exposure to such ads increased the desire to try procedures such as fillers, botox, and rhinoplasty, with variations depending on age and social status. Women with lower self-confidence were found to be more vulnerable to the influence of these ads, while older participants and those with higher health awareness exhibited greater resistance. The research concludes that Instagram ads represent a significant force in shaping women's attitudes toward cosmetic procedures, and addressing this impact requires targeted media and health literacy efforts to foster critical thinking and discourage adherence to unrealistic beauty ideals. Abstract Written by Dar AlMandumh, 2025, Using AI

• Publisher: جامعة الأهرام الكندية
• Subject: الإعلانات التجارية / العمليات التجميلية / موقع التواصل الاجتماعي