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Cosmetic Plastic Surgery Ads: Good or Bad?
We live in a world inundated by advertising. Since 1985, when advertising by professionals was given a green light by the judicial system, there has been advertising by lawyers, physicians and dentists in magazines, newspapers, on the radio and on television.
Actually, I have nothing against advertising because through advertising we can become wiser consumers. Good quality advertising gives us information that is helpful. But there is always the issue of misleading advertising which exists in all arenas of commerce. There will always be advertisements promising "Six-pack abs in two weeks," or "Lose 7 pounds in 7 days" on a crash weight loss program. Human beings, unfortunately, are often tempted by such unrealistic promises.
Likewise, in the world of cosmetic plastic surgery, I marvel at the unrealistic and often absurd claims and promises being made in both text and photographs.
In the last few years, there has been a heavy pitch made towards convincing people that "One-hour Facelifts" or a "Lunchtime Lift" is somehow going to magically deliver the same result as a well-crafted, meticulous five-hour surgical procedure. It can't be.
When deceptive photographs are employed, such as those where the wrinkles on the neck have disappeared as the result of a one-hour noon-time procedure, then you know that the prospective patient is being led down a dark pathway. No procedure - surgical or otherwise - is capable of completely erasing the wrinkles on the neck. Such ads play on patient wishful thinking.
For a while we had a run of quick fixes promised by "thread lifts," another less-than-an-hour procedure whereby fishing line-type stitches were placed under the skin, hitched to taut tissue in the temple with the goal of pulling up the neck and jaw line. It was absurd that such an operation would have longevity. Typically, in the world of surgery, the shorter the operation, the less the duration of the procedure. Indeed that was the case with this quickie face lift. In fact, there were even some complications because the skin does not do well when it is pulled without being freed up from its underlying attachments and repositioned.
As you look at advertising, ask yourself, "Is it possible that this is too good to be true?" Are the photos results - always depicted as a monumental improvement - inconsistent with a very low- cost and brief operation? Might it be that the photos are "touched-up" a bit?
Can one really have such a procedure, awake, with just local anesthesia and not have the services of an anesthesia specialist? As a visit to the dentist? Will this low-priced operation really give value? Value is defined as great benefit for a reasonable cost. A low-cost operation with either an inadequate or short-term result can never be a value.
In cosmetic plastic surgery as in life, there are very rarely big bargains. Do your homework. Don't make a mistake. Sometimes, a bargain can be very expensive.
- Robert Kotler, MD, FACS
Get the WebMD Skin & Beauty Newsletter - tips to look good and feel great.
Actually, I have nothing against advertising because through advertising we can become wiser consumers. Good quality advertising gives us information that is helpful. But there is always the issue of misleading advertising which exists in all arenas of commerce. There will always be advertisements promising "Six-pack abs in two weeks," or "Lose 7 pounds in 7 days" on a crash weight loss program. Human beings, unfortunately, are often tempted by such unrealistic promises.
Likewise, in the world of cosmetic plastic surgery, I marvel at the unrealistic and often absurd claims and promises being made in both text and photographs.
In the last few years, there has been a heavy pitch made towards convincing people that "One-hour Facelifts" or a "Lunchtime Lift" is somehow going to magically deliver the same result as a well-crafted, meticulous five-hour surgical procedure. It can't be.
When deceptive photographs are employed, such as those where the wrinkles on the neck have disappeared as the result of a one-hour noon-time procedure, then you know that the prospective patient is being led down a dark pathway. No procedure - surgical or otherwise - is capable of completely erasing the wrinkles on the neck. Such ads play on patient wishful thinking.
For a while we had a run of quick fixes promised by "thread lifts," another less-than-an-hour procedure whereby fishing line-type stitches were placed under the skin, hitched to taut tissue in the temple with the goal of pulling up the neck and jaw line. It was absurd that such an operation would have longevity. Typically, in the world of surgery, the shorter the operation, the less the duration of the procedure. Indeed that was the case with this quickie face lift. In fact, there were even some complications because the skin does not do well when it is pulled without being freed up from its underlying attachments and repositioned.
As you look at advertising, ask yourself, "Is it possible that this is too good to be true?" Are the photos results - always depicted as a monumental improvement - inconsistent with a very low- cost and brief operation? Might it be that the photos are "touched-up" a bit?
Can one really have such a procedure, awake, with just local anesthesia and not have the services of an anesthesia specialist? As a visit to the dentist? Will this low-priced operation really give value? Value is defined as great benefit for a reasonable cost. A low-cost operation with either an inadequate or short-term result can never be a value.
In cosmetic plastic surgery as in life, there are very rarely big bargains. Do your homework. Don't make a mistake. Sometimes, a bargain can be very expensive.
- Robert Kotler, MD, FACS
Get the WebMD Skin & Beauty Newsletter - tips to look good and feel great.
Labels: cosmetic surgery
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