The Effects Of Advertising On Body Image

1308 Words6 Pages
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.
In contrast, researchers have found teenagers to be generally unaffected by these advertisements due to the idea that repeat exposure can create an immunity to images and messages in advertisements. Some researchers, have concluded that exposure to such advertisements can actually create higher self-esteem in teenagers. Psychology professors Paul Humphreys and Susan Paxton suggests that young men who view images of idealized men either feel no different or feel more positive about themselves after viewing such images.
Get Access