Adornment

The body is a stable and predictable biological model; however, it is in many respects linked to societal values and cultural norms. This is why the physical appearance of a person is shaped not only by genetic factors that cannot be changed but also by practices of beautification. Body adornment is cultural to a great extent, as it is evident from different practices in different cultures, while the media remain powerful disseminators of beauty images and the ideal appearance. Adornment is a consumer-related [Page 8]concept because consumers purchase items from the market, including both instruments to apply and images to select and adopt, and engage in discourses about physical appearance in different consumption contexts. Each person's appearance might be different due to different consumption practices, ...