I just heard a radio commercial for a local plastic surgeon. Over tinkly, sentimental music, we hear a concerned woman agonizing about how her little daughter is picked on at school and how she can see the girl's self-esteem spiraling downward. So she looked into it, and she discovered how plastic surgery can correct ears that stick out. Blah, blah, blah. Now, her daughter is brimming with self-esteem. Her whole life is back on track.
The implication is that if your child has some physical imperfection, you're a negligent parent if you don't get plastic surgery. The day is coming -- if the surgeons get to your mind they way they're trying to -- when your response to a child with, say, a big nose will be What is wrong with her parents? Don't they care?
ADDED: Discussion in the comments convinces me that the real subtext of the ad is breasts. I was going to say that it's odd that the mother is upset about her daughter's ears. Traditionally, only a boy is seen as unfortunate if he has ears that stick out. Girls can hide bad ears with hair. (It's not very polite, but I've heard people say, when they look at a baby's ears: "Good thing she's a girl.") So why is the mother fretting about a girl? And what's all this "self-esteem" business about ears? Are kids really mean to other kids about ears?
We would be outraged by an ad that directly pushed a mother to get her daughter breast implants to help her become more popular. The ear business is a ruse. Those ears are a path into the mother's head. In a more general way, she is made to feel responsible for taking advantage of what plastic surgery has to offer. She will have to make the final leap, but presumably many daughters will make the demand, and the ad will have primed the mother to believe that buying the surgery is a crucial component of tending to the child's self-esteem.