The addition of a tan skin tone on women in the original Mona Lisa portraits creates a more youthful, vibrant appearance that supports the ads intent to depict a stylish, modern hairstyle. The goal of the advertisement and the portrait modifications is to suggest that even an older “classic “ beauty can have a youthful and healthy appearance with “XXX” product. The mystery, intellect and intrigue associated with the smile of the original Mona Lisa seems to be lost in the attempt of creating a younger look. The advertisement is, however, very clever in getting our attention. The company is not making a statement about society or the picture but trying to manipulate our response that might results in more sales and company profits. In contrast, Marcel Duchamp's version of Mona Lisa, with its goatee, mustache, dark coloration and obscenity, was a negative statement against society and art and was not done for great profit. He and the other artists associated with the Dada movement tried to degrade art into non-art rather than to try and enhance the original image.
Cynthia Sommer
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