As individuals we display a progression of masks to others by playing roles, controlling others and organizing the way we appear. We try to put ourselves in the best possible light as we interact with others. People pay a good amount of money to change their appearance to represent a different side of their “self”. The sign I chose was from MAC, a cosmetics company that has a store located in the Bayshore Shopping Center in Ottawa. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayAdvertisements like this have the power to persuade society to look a certain way. I was drawn to this advertisement because I have always been curious as to whether this sign has a negative impact on society. Why do people feel the need to change themselves based on these advertisements? More specifically, what effect does this advertising have on relationships and personal identity? In this particular public display, MAC Cosmetics is selling Studio Fix Powder Plus Foundation. The sign shows bright, confident and happy women wearing a product whose main purpose is to create an even, even color on the complexion, cover flaws and, in most cases, change the natural skin tone. Foundation is used all over the world to help people appear “desirable” according to a certain societal perception. The company believes that they may not be accepted unless they follow new trends. Since these advertisements are supported by millionaire companies, they can influence the society at large into imagining that their way is the most ideal way and individuals will buy their product to keep up to date with the new standards of society. A well-known sociologist named Erving Goffman (1922-1982) analyzed and studied social connection and interaction. He appreciated and cared about how people live their lives as if they were characters on screen performing in front of an audience. Goffman believed that we use “impression management” to present ourselves to others as we want to be seen. “They must manage the impression they are making in the same way and often using the same type of “props” as an actor” (Little, 2014, pp. 28). Seeing these ads every day will begin to create an identity. We can have numerous apparitions in various parts of our lives. To maintain our “face,” we are forced to act the way society tells us; regardless of whether we agree or not (Little, 2014, pp. 28). In conclusion, if a trend changes in the eyes of the public, individuals must adapt to the current circumstance to stay updated with their image and maintain their "face". Otherwise, they will feel that they are not accepted in society. Society needs to stop relying on these advertisements and stop judging people based on their appearance or how they present themselves to the public. This MAC cosmetics ad is just one of many around the world that shape individuals, relationships and identities. These ads will continue unless the public takes a stand against them. We can't let these ads define us.