It could be said that the needs created by mass media, which are offers and desires, greatly affect our behavior and our mental capacity to discern what is really needed and what is junk. The illusion of having everything and the tendency to emulate ste- reotypes force us to act and socially interact with certain fears and through countless sacrifices, which in turn create an obsession and emotional instability that affect our daily behavior. This over- exposure to the overwhelming advertising campaigns involving beauty product brands is powerful enough to make us frustrated and unable to really enjoy the true benefits that they offer.
Physical appearance is the most evident theme in beauty advertising campaigns. Women are the principal targets of the selling strategies in which ads allude to the female figure and refer to their legitimate desire. These enormous attacks to the feminine psyche generate a series of counterpart behaviors like frustration, gratification, pleasure and suffering; these clearly in- fluence a woman’s self-image.
Therefore, many women tend to do everything in their power to be “beautiful” and to comply with all sorts of impositions gathered from beauty stereotypes.
Daniel Arnaldo Román is a new media artist who lives and works in Puerto Rico. He studied painting at La Escuela de Artes Plasticas in San Juan, Puerto Rico (BFA, 2001), and Transart Institute in association with Donau-Universität Krems, Austria (MFA, New Media, 2011). His work employs various media, including (and often combining) painting, video, web in- stallations, wireless technology, performance, photography and large-scale art installations. In addition to working as a solo artist, he has also collaborated with, Lilliam Nieves (under the name “Trance Líquido.”) and the graphic and web design collective Grupo Probeta. http://www.arnaldoroman.net