Unrealistic Advertising And Eating Disorders

The average size woman in America wears a size 12. The average size model wears a size 8. Well, that’s good, it looks like the average woman isn’t too far off the scale compared to the average model. Wait, cross that out. Correction - the average PLUS size model wears a size 8. Studies have shown that the average American woman is 5'4" tall, and weighs 166 lbs. In comparison, the average model is 5'10" tall and weighs only 107 lbs (Lutz). Also that “only 3 to 5 percent of all American women can achieve the physical appearance of a ‘real’ fashion model” (Lutz). These are what we are comparing ourselves to relating to appearance. This looks like an issue. We flip through magazines, drive past billboards and watch TV commercials on a daily basis.

It is said that “over 24 million people suffer from some form of an eating disorders, and the root of these problems are often linked to rampant advertising that portray skinny, overly-bronzed, hyper-sexualized women as the ideal woman” (Powell). Even though there is no lone cause of disordered eating, research shows that media does in fact contribute to eating disorders. Research also shows that, “many of the models shown on television, advertisements, and in other forms of popular media are approximately 20% below ideal body weight, thus meeting the diagnostic criteria for anorexia nervosa” (Serdar). Although eating disorders are not directly linked to the effects of media, they are certainly discussed a lot. Numerous articles have been written on this topic. The U.S. Department of Health and Human Services evidence on eating disorders states

One of the major organizations stepping up to the plate to discuss their issue with unrealistic expectations is the American Medical Association (AMA). The American Medical Association has taken a stand against Photoshopping images. They believe that alterations can contribute to unrealistic expectations of appropriate body image especially among teenagers. In their press release they recommend that advertising companies work with children’s health organizations to form guidelines related to photo editing software. Even though they may not be asking for much it may make a big difference. Companies such as Aerie, a lingerie line, received widespread attention for declaring that they will not retouch their models anymore. Aerie now uses all untouched models in their ads calling it the Aerie Real Campaign. The girls you now see in the ads are all natural and how they look in real life. Their photos declare that "The girl in this photo has not been retouched. The real you is sexy.” Brands such as Special K, and Pantene have also released ads specifically intended to empower women and build their self-confidence dealing with body image. The “Truth in Advertising Act of 2014” was designed to allow the Federal Trade Commission to clear-out corporations that use overly retouched photos in their advertisements. The Anti-Airbrush Movement states that “health