I came across a Stella Artois ad this weekend sporting a dapper young man in his mid 20s to early thirties peering intently at a young woman quaffing a goblet of beer in her late teen to twenties with golden, two toned locks of blonde hair piled artfully upon her head. Slender graceful neck arched gently, she is a picture of the innocence and beauty of youth. The ad reads, "she is a thing of beauty."
His eyes are one eye width lower than hers are on the image. His head is tilted forward, but eyes are upturned to peer at her. Her eyes are heavily lidded, turned to the beer, nearly closed, her aristocratic bearing in full force with her gaze aligned down the length of her nose in to the Stella.
Desire and imperiousness drip from the image, set on the shade of white Stella uses on each of their adverts.
My perspective on youth, vitality and beauty has changed a great deal since my youth. Upon reading Proverbs 31 as a child, I saw the phrase, "beauty is fleeting" sort of as a caveat encouraging a sort of valuation discount; as in as beauty fades outwardly, one is left with beauty of character and of the soul. Beauty was much more abstract and less sensual at the time; at 8, the carnality of beauty was completely opaque to me. So looking at the concept of beauty at that age, was a mathematical exercise, if not financial.
Beauty, however, is pleasing at a very basic level - one that requires little cerebration at all. It simply is, and that beauty is appreciated just as viscerally. As such, realising that the impact of raw beauty (natural landscape or human) was something that shouldn't be reduced to abstraction required a rethink philosophically.
This was probably late high school. At the time, I really enjoyed sketching models and outfits in fashion magazines. In a strange way, one might argue that the fashion industry at times abstracts the human into geometry, as human lines are stretched into inhuman perfection - at first through make up and later with camera techniques and now using post processing. Add to that dietary regimens and plastic surgery that distort the human before the lens...
Now we are seeking to reshape the human into an ideal of our own imagination. As an aside, is this narcissism or angel worship/idolatry?
It is within this milieu that the modern fashion and beauty industry operates, encouraging the lust of the eyes in both genders. Women evaluate themselves and one another using hypercritical standards approaching an impossible asymptote of unattainable perfection. Despite being conscious of the absurdity of competing with an artistic ideal, not a few women go on to spend untold hours and wealth in the quest for aesthetic desirability.
In this context of desire and desirability, men are confronted with ads showing these imaginary people, to which they can compare the flesh and blood persons around them. Whereas, women are confronted with the same images which with they compare themselves.
In short, the modern fashion beauty industries exert an inordinate influence on what we desire and what we desire to be. At one level, we know that its fake - artificial. But on another, the temptation to aspire to those ideals are formidable.
At heart, it is a quest for youth, vitality and potence. I think, that as men age, the appreciation of youthful beauty changes as we age. Each encounter with the young reminds of age, and the boundless perspective that youth affords.
Reminiscence, nostalgia, wishful interpretations of opportunities lost - an appreciation of that which youth possesses yet does not know. It is the perspective of time.
It is amazing, looking at that image of sublimely unconscious, imperious beauty. Wisdom dictates that beauty realize its own ephemeral nature, its vanity. It is the picture of teenage tyranny. Stella has captured the self-absorbed rapture of privileged youth.
And yet, what we ought to best is look beyond, and see the truth of the phrase, "but the woman who loves the Lord is to be praised."
It is true. Beauty is fleeting, charm is deceitful, but a woman who loves the Lord is to be praised. Character and righteousness last. Short term benefits must be viewed through the lens of eternity.
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