Woman in the era of hypermodernity :from the aesthetic dimension to the commercial one- Gilles Lipovetsky as Case Study-

Abstract

The present paper aims at shedding light on the French philosopher "Gilles Lipovetsky" attitude towards woman when he classifies her into three models throughout history.The study came to the general conclusion that the first-type-woman was not regarded as a fair sex, was never given love, and was considered as an incarnation of the satanic temptation, whereas the second knew a kind of holiness and a life full of love and respect where standards of beauty were measuring by morals. As for the third, she is an unlimited woman who possesses herself and her destiny, controls her body and its shape. In this type, beauty has taken on new standards and love is linked to immediate pleasures at a time when seduction has taken new consumption forms that go beyond the body frame to propagandistic and mediatic temptations, the thing that gives the woman beauty a commercial dimension.