RESUMO
BACKGROUND: Marketing cosmetic surgery is an under-researched topic in a Norwegian context, even though problematic aspects of such marketing have been pointed out in several contexts. This study draws attention to how providers of cosmetic surgery market their services, whom they target and how they do so. MATERIAL AND METHOD: Critical discourse analysis was used as a framework for a qualitative study of the marketing activity of 36 private clinics. The data material was collected from the Internet and newspapers, and consists of text, still photos and video clips. RESULTS AND INTERPRETATION: The article identifies the following marketing strategies: The providers refer to customers as patients, normalise cosmetic surgery, draw attention to physical flaws, play on femininity and sensuality, define natural appearance, promise a better self-image and quality of life, and offer package solutions and financing schemes. The underlying messages and patterns that emerge from the identified strategies are interpreted within theories on body and gender, nature and culture.