As individuals, we show a progression from masks to others in acting roles, controlling others and curating our appearance. We try to put ourselves in the best possible light while interacting with others. People pay a good amount of money to alter their appearance to represent a different side of themselves. The brand I chose comes 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 Should Not Be Banned”? Get an original essay Advertisements like this have the power to persuade society to look a certain way. I was drawn to this ad because I was always curious if this sign had a negative impact on society. Why do people feel the need to change themselves based on these ads? More specifically, what effect does this advertising have on relationships and personal identity? In this particular public display, MAC Cosmetics is selling the Studio Fix Powder Plus foundation. The sign depicts bright, confident and happy women wearing a product whose main purpose is to create an even and even color of the skin tone, hide flaws and, most of the time, change the natural skin tone. Foundation is used around the world to help people appear “desirable” according to a certain societal perception. The company believes that they may not be accepted if they do not follow new trends. Since these advertisements are backed by million dollar corporations, they can influence society at large to imagine that their way is the most ideal, and individuals will purchase their product to keep up with society's new norms. A well-known sociologist named Erving Goffman (1922-1982) analyzed and studied social bonds and interactions. He appreciated and was interested in the way individuals 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 wish to be seen. “They must manage the impression they give in the same way and often using the same type of 'props' as an actor” (Little, 2014, p. 28). Seeing these ads daily will begin to create an identity. We can have many apparitions at different times in our lives. To maintain our “face,” we are forced to act in a way that society dictates; whether we agree or not (Little, 2014, p. 28). In conclusion, if a trend changes in the public eye, individuals must adapt to current circumstances in order to stay current with their image and maintain their “face.” Otherwise, they will feel like they are not accepted in society. Society needs to stop relying on these advertisements and stop judging people based on their appearance or presentation in the public eye. 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 cannot allow these ads to define us.