The Importance Of Body Images In Advertisements

Agliata, D., & Tantleff-Dunn, S., (2004). The Impact of Media Exposure on Males’ Body Image.

Advertisements tell women and girls how they are supposed to look by creating an "ideal female beauty" by using tools such as Photoshop that create impossible beauty standards

For women, advertising exemplifies the ideal female body. According to Kilbourne, young girls are taught from a very early age that they need to spend lots of time and money to achieve this “physical perfection.” But realistically this cannot be achieved. The ideal woman’s body is Caucasian, very skinny, big breasts, no flaws, and pretty much no pores. This cannot be achieved because it is physically impossible to look like this; the illusion comes from the secret world of Photoshop. No woman is beautiful enough so they leave it to technology to create perfection. The supermodel Cindy Crawford said, “I wish I looked like Cindy Crawford!” She knew the realities of Photoshop and body image, and more women and girls need to become aware of this as well.

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

Sexist ads show that society is dominated by the same masculine values that have controlled the image of women in the media for years. Sexist advertisement reinforces gender stereotypes and roles, or uses sex appeal to sell products, which degrades the overall public perception of women. The idea that sexism is such a rampant problem comes from the stereotypes that are so deeply embedded into today’s society that they almost seem to be socially acceptable, although they are nowhere near politically correct. Images that objectify women seem to be almost a staple in media and advertising: attractive women are plastered all over ads. The images perpetuate an image of the modern woman, a gender stereotype that is reinforced time and time again by the media. These images are accepted as “okay” in advertising, to depict a particular product as sexy or attractive. And if the product is sexy, so shall be the consumer. In the 1970s, groups of women initially took issue with the objectification of women in advertisements and with the limited roles in which these ads showed women. If they weren’t pin-ups, they were delicate

Over the years the size of female models in advertising has decreased significantly. Today the average model ways up to 23% less than an average women. The use of Photoshop adds to this by creating perfect skin unattainable even with makeup, along with making the models appear even thinner. Given that these women often set the standard for beauty wouldn’t this lower women’s self-esteem. These “perfect” and unrealistic models in advertising negatively affect body image (the way we see our own body) and distort our idea of beauty. Negative body image can lead to depression, the development of eating disorders, or the abuse of weight loss drugs or anabolic steroids.

Constantly seeing women and young girls with “perfect” bodies in advertising makes other women feel as though they should go to unhealthy extremes to try and achieve those same looks.

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.

I agree with Jean Kilbourne’s perspective which argues that women are misrepresented by the media because they have to live up to standards of body image that the media creates, which is a significant aspect of a consumer’s self-concept. Women are perceived to be skinny and light complexion. Even though that is not the case, the media continues to impact people. This leads to social comparison, which has an impact one’s self esteem because one then tries to evaluate her appearance by comparing it to the women depicted in these ads. There are however, some limitations to her arguments. For example, if women are as free as she implies then they are free to reject the messages of advertisements. Her argument can only go so far because it is not

The issue of distorting body image in the media and its effects on people is not a new concept to modern time. There is a long history of body image’s powerful place in society because of people’s impressions of each other based on body image. Research has been done on the effects and outcomes of this issue. Recently, consumers have fought with the media to try and achieve a safer way to spread information and let these media outlets be successful without having severe impacts on adolescents especially, among other age groups. The general ethical principle that the stakeholders use in this fight is similar to utilitarianism, because each stakeholder believes they are bringing the greatest good to the greatest number of people. The stakeholders

In 2016, the United States spent 190 billion U.S. dollars on advertisements, almost double the amount of money on advertising than the next largest ad market (Statista). These ads advertise a multitude of different products. The ads are exposed to society in many different ways, from the breaks in between songs on the radio, to the ads shown online. Ads are targeted to a specific group of people, usually, the target demographic the brand wants to buy their product. Brands will often use women’s bodies in a sexual way to get people to stop and look at their ads. Over the last few decades, speakers and activists have seen advertisements becoming more sexual and more demeaning towards women. Activist Jean Kilbourne has been analyzing ads and has been bringing awareness to this issue for years through her four documentaries. In her documentary, “Killing Us Softly 4,” Jean Kilbourne asserts women’s bodies are often dismembered, portrayed with an unattainable, “ideal” body type, and despite advances in the women’s movement, the objectification of women in ads have gotten worse. The two images below illustrate these ideas.

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

One will see a white female with pouting red lips and the very petite body that resembles a thirteen-year-old girl. The extremely artificial women and the heavily photo-shopped pictures in these ad’s create a norm and make those women who look differently, feel insecure of who they are and make them feel as if they are less of a woman, for example they tend to over represent the Caucasian, blonde with bright eyes, white complexion and a petite body. This is an unattainable beauty for most women, which has caused many to develop issues such as eating disorders, depression and the very much talked about these days, anorexia.

When it comes to a perfect body many people have different opinions and views on how it should look. Although, one appearance in particular that has been known as the “ideal image” is to be thin and skinny. Society usually expects females to go by this image and follow the steps in order to achieve this appearance. When it comes to the media this image is the pure example of what a woman should look like. Society believes that they must be a replicate of this image so they may be accepted, but why? Media might have something to do with this way of thinking. In this era, media is the main focus, it tells society what to wear and buy, even how to look. The mediums such as films, ads and commercials help display a stereotypical image of a woman and society eats it up because this is what they’ve come to know.

In terms of women and sex appeal, the world of advertising has changed a considerable amount. Many of the advertisements which are seen in newspapers, magazines, and television fail to portray women in a more positive light. The image of females in numerous advertisements are merely viewed as fascinating "objects" while they are also being displayed in a fashion that is supposed to appeal only to men, i.e. exploitation of the body. Though these types of advertisements are very effective at selling their products to consumers, it seems as if the minds ' of women, especially younger women/teenage girls are being corrupted as they are pressured to live up to the ideal image: sexy and thin with a little extra curves.