Therefore they strive to improve their figure to meet societies standards. However, the standards that society has set (for example, supermodel Kate Moss) are out of reach for most women. Often times, teenage girls compare their body size to those of popular actresses and supermodels such as Jennifer Aniston and Elizabeth Hurley. With examples such as these, is society sending out the wrong message? Vast amounts of people consider these women too thin.
This has led to a public outcry against impossibly thin, airbrushed models and a demand for more honest advertising. The movement toward “body positive” advertising is a response to the damaging eff... ... middle of paper ... ...ove, it still rejects older and disabled women as beautiful. It also renders women with imperfect skin or tattoos as unacceptable. Although Skinnygirl claims to show the average woman in their advertisement, they still only represent a limited demographic. Although presented as body positive, Dove, M&S and Skinnygirl’s advertising campaigns using “real women” still subscribe to existing beauty standards to maintain firm body margins and reject certain body types as beautiful.
Kilbourne states “Advertisement tells women that what’s most important is how they look, an advertisement surround us with the image of ideal beauty. However, this flawlessness cannot be achieved. It’s a look that’s been created through airbrushing, cosmetics, and computer retouching ” (Kilbourne, 2010). Women are being told that in order to fit in society, they have to look a certain way, yet it is nearly impossible because the standard is too high. Kasey Serdar (2005) argues that only a small number of women can actually fulfill the characteristics of what media defines beautiful.
Advertisements like these are sending messages that in order to be successful, women have to be thin. Over the years women have proved that they can be successful no matter their body type. If you look at women who are doctors, lawyers and scientists they are not always the perfect, flawless women being portrayed in magazines and television. Women are so much more than their body types, they are more than just an object of visual lust being advertised in today's society. Being pressured into being perfect and thin is effecting the next generation of strong leadership coming from young women.
Models shown in all forms of popular media are often under what is considered healthy body weight, which sends a powerful message that women must sacrifice their health to be considered attractive by societal standards. When we look at women images, we will see they are thin, beautiful, sexy, and fashionable. They are different from average women. The women who see perfect women images every moment are not pleased with their appearance. In addition, they are losing their self-esteems, because they believe that they must look more beautiful, sexier, and more fashionable.
They go through physical and mental problems to try and overcome what they are not happy with. In the world, there are people who tell us what size we should be and if we are not that size we are not even worth anything. Because of the way women have been stereotyped in the media, there has been some controversial issues raised regarding the way the world views women. These issues are important because they affect the way we see ourselvescontributing in a negative way to how positive or negative our self image is. In the media there are people who view women a certain way, and if we don't hold to the standard that we are not as good as other women who are the size the media says we have to be.
Girls want to be deemed beautiful by society so badly that they will conform to any idea presented by the media (Piercy). Technology has made it near impossible to avoid images of stick thin models and advertisements on getting thin quick. Media has made women conform to their idea of the perfect body and the perfect weight. Magazines are read by millions of women every day, and they do not portray real images of models. They are air-brushed, photo shopped, and computer generated versions of those women (Eating Disorders and Media Influence).
These messages of ideal beauty are difficult to ignore. Millard’s article on Dove’s “Real Beauty” Campaign stated the following: When... ... middle of paper ... ...of beauty and women are oppressive in that they contribute to the limitation and restriction of women. In advertising, women are portrayed as being inferior which is false and objectifying. The obsession with thinness, the ideal image of beauty and oppression of women are all public problems that affect us all, man or woman. Inner beauty is forgotten and deemed unimportant in our society.
The media negatively influences the way women are portrayed in modern society and culture. This can severely impact the way a woman views her self worth and beauty. The ideal image that the media has created is to be exceptionally thin and tall. This is what the media considers to be beautiful. This ideal image can be seen on a daily basis just about everywhere on advertisements, which promote this unattainable image constantly.
Ms. Orbach, mentions that “physical fitness and beauty are every woman’s goals.” In my opinion, this is an overstatement and not true. Many women do not care if they are physically fit and beauty is not a common goal. However, I will say that there are also many women who would like to be physically fit, and partake in the riches of make-up and attending hair salons, but they do not have the initiative to do so. Sometimes, it may be that they can work on their fitness level, but do not have the money to purchase products that are required to help them achieve the beauty they desire. My argument is though, that many women are confident, and do not require the “physical fitness and beauty” as Ms. Orbach states.