Selling Body Shame

593 WordsFeb 17, 20182 Pages
Selling Body Shame Body-shaming perpetuates the degradation of women and is a recurring theme in advertising. Women have always been measured by cultural ideas of beauty; and advertising exploits and reinforces stereotypes of women as sex objects. The iPant Long Leg Shaper, “shapes and sculpts as it releases ingredients into your skin while you move throughout the day” as stated at the bottom of the advertisement. This product claims to correct the appearance of cellulite and construct a bulge-free silhouette. The advertisement flaunts a beautiful, flawless, slender, Hispanic woman wearing her shapewear. It implies that her super-model appearance is within reach of any woman wearing this product. These pervasive images prey on the insecurities of teens and young women regarding their body image and forces them to scrutinize each body part separately to achieve an unattainable goal of perfection. The iPant Anti-Cellulite Shapewear is a mid-end product selling for $60.00 that is geared towards teens and young women to their mid-to-late 30s who desire to be shaped and sculpted like the model in this advertisement. It is recommended that the iPant be worn 8 hours a day, for 7 days a week for 28 days for optimal results and the active ingredients released are still present up to 100 washes. As stated at the bottom of the advertisement, the iPant uses “caffeine to promote fat destruction; Vitamin E to prevent the effects of aging; ceramides to restore and maintain skin’s
Open Document