Campaigning for Real Beauty: Dove® and Changing Stereotypical Body Images as Seen in the Media

Body image and beauty standards have changed drastically over the years. By establishing impossible standards of beauty and bodily perfection, the media drives people tobe dissatisfied with their bodies. This dissatisfaction can result in disorders of behavior as people try to achieve unreachable goals with unhealthy

As a wise man once said, “To love yourself is to understand you don't need to be perfect to be good.” However young girls have so much pressure put on them to look in a way that is not only unrealistic but also unhealthy. As a result of this, young girls have a very negative body image and self-confidence.The problem is the unrealistic body standards that media and society have set for girls. According to SSCC, the average American woman is 5’4 and 140 pounds. There is a clear problem when the media is only advertising women that are 5’11 and 117 pounds, which is the average American model. Even though the body of a model is very rare and uncommon,girls are expected to look like they do. However, by promoting a positive body campaign, stopping the portrayal of fake and photoshopped models in the media, and expanding the diversity of models, we could lift unrealistic body standards and start accepting everybody as beautiful.

Under society’s customs for decades, young women have found themselves immersed in the pressure and anticipation to have exemplary bodies. Nearly every young woman prefers to be slim, have a perfectly shaped body, that is beautified by applying pounds of makeup to their face but does not appear ridiculously overdone. Who’s responsible for these measures imposed on young women? When a young girl picks up the model on the cover of Vogue being called flawless, naturally it’s easy for her to then aspire to be a real-life imitation of the that model. These companies produce magazine covers shown with girls’ images daily. As if keeping the perfect body wasn’t hard enough, our culture also forces girls into the forever expanding world of composition, however, body image is a surging subject for young girls. Advertisements and pictures of lean female models are all over. Young women are measured and perplexed by their physical appearances with attire intended to raise their physical structures; social media, magazines, the society, marketing campaigns, advertisements, and the fashion gurus add to a strand of excellence.

Body image is an important concept in many adolescent and young adult minds. To have a positive body image is to know that you are beautiful. To be beautiful is to reach the standards of beauty in society. However, society is constantly changing those standards as time goes by. Many young men and women strive to reach the positive, even if it means their health, money, and mind. They have the media, such as magazines to thank for these wonderful standards.

A body image is a subjective combination of all the thoughts, emotions, and judgments that an individual may perceive about his or her own body. Each individual has a unique perception of his or her own body. This image is strongly influenced and often times skewed due to the increasing pressure created from outside, societal factors. With a world that is continuously creating new forms of social media and entertainment, individuals are constantly exposed to images that supposedly define bodily perfection and are then expected to resemble these images in order to fit in and/or please society. The expectations that have been put in place by society has created unwanted pressure on individuals who feel as if they need to resemble these images to get society’s approval.

Furthermore, media surrounds teenage girls in today’s culture. It is impossible to escape the sight of media. The media’s constant idealistic beauty is ever present to a vast amount of self-conscious girls. This image of beauty causes girls to have low self-esteem (Clay, Vignoles, and Dittmar). Media defining this perfect body image causes many adolescent girls to feel dissatisfied with their bodies and become depressed. “Viewing ultra-thin or average-size models led to decreases in both body satisfaction and self-esteem in adolescent girls aged eleven to sixteen, with changes in self-esteem fully mediated by changes in body satisfaction” (Clay, Vignoles, and Dittmar).

Under society’s norms for decades, young women have been put under the pressure and anticipation to have perfect bodies. That is, thin and curved, beautified by applying pounds of the makeup to their face but not appear ridiculously overdone. Who’s responsible for these standards imposed on young women? When a young girl picks up the model along the cover of Vogue being called flawless, it’s easy for her to then aspire to be a real-life imitation of the photocopy. These companies produce magazine covers shown with girls’ images daily. As if keeping the perfect body wasn’t hard enough our culture also forces girls into the forever expanding world of composition, however, body image is a pressing issue for young women. Advertisements and posters of skinny female models are all over. Young girls not only could be better but need to be more upright and feel driven to throw the perfect figure. Moreover, girls are evaluated and oppressed by their physical appearances. With supplements and apparel designed to enhance a facial expression; social media, magazines, and marketing campaigns and advertisements add to the burden of perfection. The fashion industry is a prime object of body image issues, as they believe clothes look better on tall and svelte women. Established on a survey participated by 13 to 17-year-old in the U.S., 90% “felt pressured by fashion and media industries to be skinny”, with more than 60% routinely compares themselves to models, while 46%

“Body image begins to form in grade school because that’s when children/people start comparing themselves to others,” said Dr. Gene Beresin, a child and adult psychiatrist and associate professor of psychiatry at Harvard Medical. Body image is how a person perceives themselves, including their imagination, emotional, and physical sensations (The Media and Body Image, 1). Teens that suffer from negative body image let the bad thoughts shatter their self-esteem, the sense of how valuable they are as people (Maynard, 1). The lowered self-esteem may lead to depression, eating disorders, or mental disorders. Bryan Karazsia, the associate professor of psychology at the College of Wooster, said, “Body dissatisfaction is not linked with health. It’s linked with a lot of negative things like eating disorders, unhealthy exercise habits, low self-esteem, and depression.”

The media is one of the leading causes of self esteem and body image issues in not only women but men as well. This is due to the fact that thousands of advertisements contain messages about physical attractiveness and beauty. Examples include: commercials for clothes, cosmetics, weight loss, hair removal, laser surgery and physical fitness. The effects of advertising on body image have been studied by researchers, psychologists, marketing professionals and more. Researchers, Mary Martin and James Gentry found that teen directed advertising negatively impacts self-esteem. The advertising industry is setting unrealistic expectations for teens about their physical appearances by using models with "perfect bodies." The modeling industry today has put many pressures on models, causing them disorders of both mental and physical illness. These disorders then creating the look of the “perfect body” have now lead to unrealistic expectations of body image for society.

The media group that retouches images skews the “normal” body image of people through many of its outlets, including models in advertising and magazines, and actors in TV and movie productions. “The average model portrayed in the media is approximately 5’11” and 120 pounds. By contrast, the average American woman is 5’4” and 140 pounds” (Holmstrom, 2004). This statistic shows how the media manipulates consumers into believing that because they are not what the average model looks like, they are not living up to a certain standard which implies that they need to look like that to be beautiful. Another research fact that shows a similar concept is that, “In the United States, 94% of female characters in television programs are thinner than the average American woman, with whom the media frequently associate happiness, desirability, and success in life” (Yamamiya et al., 2005). This association of female thinness and happiness, desirability and success makes consumers believe they must achieve this unrealistic thinness to achieve more ultimate goals and fulfillment in life. “The media also explicitly instruct how to attain thin bodies by dieting, exercising, and body-contouring surgery, encouraging female consumers to believe that they can and should be thin” (Yamamiya et al., 2005). This idealization of thinness in the media is seen so much, and is extremely harmful to women’s self confidence and is often associated with body image dissatisfaction, which can be a precursor to social anxiety, depression, eating disturbances, and poor self-esteem (Yamamiya et al.,

Looking good and being in shape is a top priority of today’s adults. According to the American Society of Plastic surgery (ASPA) 14.6 million cosmetic surgery procedures were performed in the United States in 2012. This is a 5 percent increase since 2011. The constant media advertisement of weight loss, sex appeal, and cosmetically enhanced beauty often leads to unrealistic standards of beauty and dissatisfaction in personal appearance. This overexposure to Hollywood beauty causes women to wonder how come they don’t look like that and often leaves them questioning what they can do to have a picture perfect body and face. According to the National Eating Disorder Association (NEDA), the promotion of unhealthy standards of beauty by the media often leads to depression and dissatisfaction in personal appearance (Chittom 3). Media have a negative impact on women’s body image and how women respond to the media’s portrayal of what is beautiful by advertisements emphasizing the importance of physical attractiveness, using Photoshop and airbrushing techniques to alter images people see in advertisements, and disregarding healthy living.

Chronic dieting, low self-esteem, depression and, high levels of body dissatisfaction were among the major issues women face when addressing their body image (Gingras, Fitzpatrick, & McCargar, 2004). The severity of body image dissatisfaction have increased to such a dangerous state that it was added to the DSM-IV as a disorder now called body dysmorphic disorder (Suissa, 2008). One of the main reasons for the prevalence of these conditions in women was due to contemporary Western media, which serve as one of the major agent in enforcing an ultra-thin figure as the ideal for female beauty (Saraceni & Russell-Mayhew, 2007). These images and models presented by the media have become the epitome of beauty, pushing women who internalized these images to dangerous extent to attain these norms. According to evidence from previous studies, contemporary Western cultures have influenced women to an acquired normative state of discontent with their bodies, which have become the source of maladaptive eating practices, negative psychological outcomes, and, chronic health conditions associated with eating disorders (Snapp, Hensley-Choate, & Ryu, 2012). The seriousness of these body image conditions among youths and women have also led to congressional actions.

Researchers have discovered that “ongoing exposure to certain ideas can shape and distort our perceptions on reality.” (Mintz 2007) Because young girls are subjected to a constant display of beautiful people in the media, they have developed a negative body image of themselves. Those who have a negative body image perceive their body as being unattractive or even hideous compared to others, while those with a positive body image will see themselves as attractive, or will at least accept themselves and be comfortable in their own skin. During adolescence, negative body image is especially harmful because of the quick changes both physically and mentally occurring during puberty. Also, young girls are becoming more and more exposed to the media and the media keeps getting more and more provocative. Young girls are looking to women with unrealistic body shapes as role models. It’s hard to find, in today’s media, a “normal” looking

The influence of the media on all aspect of society has spread like wildfire especially in the United States. One specific influence by the media is body image, large number of young women and girls look up to people in the media and are influenced by the way they look. Now days you’re appraised on your attractiveness, the way you look, the way you dress, and especially how thin you are. The media’s representation of body image has contributed to the social trend of an unhealthy lifestyle. Women and young girls today are fixated on trying modify the way they look to achieve the perfect body image set by the standards of society. Female’s worry about the way they look starting at young ages from the unhealthy image of the Barbie doll to the

“To be happy and successful, you must be thin,” is a message women are given at a very young age (Society and Eating Disorders). In fact, eating disorders are still continuously growing because of the value society places on being thin. There are many influences in society that pressures females to strive for the “ideal” figure. According to Sheldon’s research on, “Pressure to be Perfect: Influences on College Students’ Body Esteem,” the ideal figure of an average female portrayed in the media is 5’11” and 120 pounds. In reality, the average American woman weighs 140 pounds at 5’4”. The societal pressures come from television shows, diet commercials, social media, peers, magazines and models. However, most females do not take into account of the beauty photo-shop and airbrushing. This ongoing issue is to always be a concern because of the increase in eating disorders.