The Negative Impacts Of An Ideal Female Beauty

Every time you flip a magazine, change channels, or go online, you are struck with images of models who are super skinny with flashy outfits and have excessive make-up on. Ads not only try to sell their products, but also promote how females should look like. These models are airbrushed and photo shopped which is false advertisement. The media progressively encourages a thinner body image as the ideal for women. We see advertisements every day. Some of these ads use manipulative strategies that influence our choices and spending habits. For example, “One in every three articles in leading teen girl magazines included a focus on appearance, and most advertisements used appeal to beauty to sell their products.”(Teen Health) To grab the viewers’ attention, especially females, they include

In our society today a business is not a business without an advertisement. These advertisements advertise what American’s want and desire in their lives. According to Jack Solomon in his essay, “Master’s of Desire: The Culture of American Advertising,” Jack Solomon claims: “Because ours is a highly diverse, pluralistic society, various advertisements may say different things depending on their intended audiences, but in every case they say something about America, about the status of our hopes, fears, desires, and beliefs”(Solomon). Advertisers continue to promote the American dream of what a women’s body should look like. They advertise their products in hopes for consumers to buy them, so they can look like the models pictures in the ads. Behind these ads, advertisers tend to picture flawless unrealistic woman with the help of Photoshop. In our society today to look like a model is an American dream and can be the reasons why we fantasizes and buy these products being advertised. “America’s consumer economy runs on desire, and advertising stokes the engines by transforming common objects;signs of all things that Americans covet most”(Solomon).

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.

Many fitness advertisements proclaim the idea of the "perfect" body. This is done in ads targeting both women and men. This constant display of the "perfect" body causes women and men to feel like they have to look like the featured models to be accepted, which can often lead to negative body images. One source of advertising where the idea of the "perfect" body can often be seen is in print advertisements featured magazines. These fitness advertisements are usually for athletic shoes/clothes or weight-loss products and often feature a model who is thin and toned. As mentioned by Chandler and Sabiston (2009) there are two types of fitness advertising; model-focused and product- focused (Chandler and Sabiston, 2009). With

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.,

Ever find yourself looking into the mirror at your body and thinking: wow I’m fat or I’m ugly? According to Advocates for Youth, approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape. Unfortunately, only 5% of women naturally possess the body type often portrayed by Americans in the media. The media creates an unrealistic image for women to strive for. Many companies like Victoria's Secret, Hollister, Abercrombie and Fitch, and so on promote their products using skinny, anorexic looking models. Recently, Victoria's Secret launched the “Perfect ‘Body’ Campaign.” The slogan, which refers to the retailer's "Body" lingerie line, appears with images of Victoria's Secret angels otherwise

People want to achieve a better looking version of themselves, furthermore the increase of ads for diet foods and products can cause them to feel the need to purchase these products. The article, Eating Disorder and the Role of the media, states that it found a significant increase in advertisements for diet foods and diet products for the years 1973-1996. (Spettigue and Henderson 1) This shows us that the “ideal” body image change over generations also causing products to increase due to newer trends replace older trends. Generations are only momentarily while “ideal” body images change by becoming more skinnier and with higher expectations. This can lead to the increase of diet products. Also in the article, Body Image of Women, it states

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.

Therefore, the commendation of such look and shape commercializes unhealthy body image and procreates eating disorders. Unfortunately, at present the commercialism of a perfect body is encountered by almost everyone on everyday basis. The public is bombarded daily with images of glamorously thin women in commercials, on billboards, in movies in magazines and etc?According to Melanie Katzman, a consultant psychologist from New York, the media has actively defined the thin ideal as success and treats the body as a commodity. (Rhona MacDonald, 2001) It is evident that the persistent advocating of the media and the society produced a constant pursuit of thinness, which became a new religion. A study conducted by Harvard researchers has revealed the effect of media and magazines on adolescent girls in high schools. The children were exposed to fashion magazines and television commercials, and a while after were given self-rating surveys. The study found that sixty-nine percent of the girls said that magazine pictures

Beauty standards are portrayed everywhere: on magazines, social media, ads, commercials, and even flaunted among peers. While the ideals are supposed to promote health awareness, fitness motivation, and self love, it unfortunately results in many unfavorable consequences. Women are constantly “penalized for not being beautiful and at the same time are stigmatized, even pathologized, for not feeling beautiful, for having low self-esteem, for engaging in behaviors like dieting and excessive exercising, or for having eating disorders” (Johnston and Taylor 954). Beauty standards are unrealistic and unhealthy to pursue, and misinforms the public on what true beauty is. While not all beauty image ideals promote negative feelings and dissatisfaction, many believe that the negative effects far outweighs any positive effects.

“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.

Advertising uses a lot of different techniques to show the public the perfect female image. Body doubles and computer retouching are two examples of how advertisers are able to “doctor” images. The majority of women we see in magazines, music videos. and movies do not appear in reality, as we perceive them in the media. We may actually believe we are looking at one woman’s body when we are actually looking at sections of three or four women’s bodies, which, when spliced together, shows us the best parts of each women’s body as the final product. Women cannot attain these impossible standards of attractiveness. Young girls learn very quickly that they must spend much time, energy, and money on achieving these standards.

One of the most popular ad campaigns put on by a company was called Dove’s “Campaign for Real Beauty”. The campaign began in the United Kingdom and Canada, asking ordinary citizens to take part in different surveys. According to Advertising Age, one of the surveys made citizens “vote on whether the women pictured were “Fat or Fit?” or “Wrinkled or Wonderful?”—thus kicking off conversations about society’s notions of female standards of beauty” (Top Ad Campaigns of the 21St Century). Dove then published the result and allowed the society to interact with the message to make the message go viral on a global scale. The “Campaign for Real Beauty” is doing great by teaching society to empower positive body images and love yourself. Other companies that are promoting positive body image include Aerie, Modcloth and Lulumelon. Not only are these large companies starting to promote positive body, individual are starting to promote positivity through social media. There has been an increasing number of individuals that are starting their own social media pages that is focused around fitness and wellbeing. This allows a places for society to come together to share tips and cheer one either up. According to Meredith Bryan, some of these individuals are, “Rachel Brathen, better known as Yoga Girl, has 1.7 million Instagram

According to the National Eating Disorder Association the media has a major influence on what a woman’s body should look like. Every print and television advertisement suggests that the ideal body is extremely thin. However, most women cannot achieve having a super-thin body that the media favors. The resulting failure leads to negative feelings about one’s self and can begin a downward spiral toward an eating disorder (National Eating Disorders Association).