Attractiveness over Intelligence

Obsessed with beauty, the American culture seemingly values attractiveness over intelligence. Different media outlets serve to reinforce certain societal feminine ideologies (i.e. thin, tall, young, beautiful, etc.). The overwhelming pressure to conform to cultural standards of beauty and the importance of attaining these ideals of thinness and perfection are commonly displayed in advertising. However, in 2004 Dove launched a campaign that promised to redefine such stereotypes.

Researchers agree that a medium that depicts cultural norms and beliefs of “ideal beauty” have a direct negative impact on the perceptions of young women’s self-image. According to Bissell and Rask (2010), women who are exposed to mediated images, which portray extremely thin models result in negative body image, low self-esteem, eating disorders, and overall dissatisfaction. The overwhelming pressures to be young, thin, and beautiful are the twisted expectations of the American culture. Kilbourne (1999) argues that, “…advertising is one of the most potent messengers in a culture that can be toxic for girls’ self-esteem…” she further argues that advertisements contain “…glossy images of flawlessly beautiful and extremely thin women…” (as cited in Bissell & Rask, 2010). As a result of such advertising, many young women and teens have a manipulated perception of beauty. Research supports this claim by showing that the average US model portrayed in advertisements is 5’”11” and weighs 117 pounds; when in reality, the average US women is only 5’4” and weighs 140 pounds (Media and eating disorders 2006 as cited in Bissell & Rask 2010).

Scholars claim that, “mass media can reflect basic beliefs, attitudes, and values toward female beauty and can even affect changes in cultures when others are exposed to images of ideal beauty and attractiveness” (Bissell & Chung, 2009). However, the beliefs and attitudes that have been adopted by the American culture are not creating a positive perception of true and healthy beauty, but rather a perception of shame and disappointment (Bissell & Rask, 2010; Bissell & Young, 2009). Both articles agree that constant exposure to these false perceptions of ideal beauty not only misguides young women into believing that this is in fact the cultural norm, but eventually leads them to accept that they must find a way to live up to these unrealistic standards, ultimately leaving them feeling inadequate and unacceptable (Bissell & Young, 2009; Bissell & Rask, 2010).

In the last decade, some advertising companies have made an attempt to challenge or change such standards by choosing to use models that don’t normally fit into this “ideal” construct of beauty (Bissell & Rask, 2010).