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Think of cocaine. In its natural form, as coca leaves, it’s appealing, but not to an extent that it usually becomes a problem. But refine it, purify it, and you get a compound that hits your pleasure receptors with an unnatural intensity. That’s when it becomes addictive. Beauty has undergone a similar process, thanks to advertisers. Evolution gave us a circuit that responds to good looks—call it the pleasure receptor for our visual cortex—and in our natural environment, it was useful to have. But take a person with one-in-a-million skin and bone structure, add professional makeup and retouching, and you’re no longer looking at beauty in its natural form. You’ve got pharmaceutical-grade beauty, the cocaine of good looks. Biologists call this “supernormal stimulus”; show a mother bird a giant plastic egg, and she’ll incubate it instead of her own real eggs. Madison Avenue has saturated our environment with this kind of stimuli, this visual drug. Our beauty receptors receive more stimulation than they were evolved to handle; we’re seeing more beauty in one day than our ancestors did in a lifetime. And the result is that beauty is slowly ruining our lives.

Liking What You See: A Documentary 
Added a year ago by Édouard Urcades
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