The Beauty Myth Phenomenon

909 Words4 Pages
"We say to girls, you should aim to be successful, but not too successful, otherwise you will threaten The Man." Spoke Chimamanda Ngozi Adichie, an African author, about the roles in society in 2013. The social roles between men and women were clearly distinguished in the past. However, when the American men answered the call to arms in the Second World War, it was the American women who took over their roles in society. Subsequently, after feminism arose, females were achieving higher rank at work and the beauty myth emerged in attempt to control their growing power (Wolf 21). Engulfed with television and magazine advertisements, the beauty importance issue was propagated drastically. Furthermore, they were shown the “perfect” appearance they should aspire to; the ideal attitude toward society and themselves they should possess. The old “wisdom” claims sex sells, and it proved itself truthful over the time. Advertising sends a powerful message to women about how they should look and behave, which causes severe problems in society.
After the World War II ended, the War Manpower Commission hoped the women would return to their “social place” again, but they were wrong (Wolf 63). Still, in 1950s female magazines redefined the housewife status, where the woman would strive for perfection in being a terrific wife, mother and still handle the household flawlessly (Wolf 64). Betty Friedan asked: “Why it is never stated that the really curtail function, the really important role
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