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Objectification of women in advertising
Objectification of women in advertising
Negative effects media has on female body image
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As Samantha Murray sat in the audience, she thought to herself:
I suddenly became acutely aware of my own fat bulges and folds. I imagined every eye in the room on me, shaking their heads in pity, revulsion and even morbid curiosity. I pulled my shirt surreptitiously away from the bulges of my belly and my hips, trying to separate the appearance from the reality. I shifted in my chair, and felt my cheeks burn hot and my stomach churn... And yet I was ashamed. I was aware of the disgust my body inspired, its complete unacceptability and invisibility in the sexual domain, apart from as a figure of ridicule. I felt hot tears sting my eyes, and I knew I had to get out. I squeezed my wide hips between the rows of chairs, and fled the room. (238)
In modern day society, many adolescent girls are self-conscious of their bodies, like Samantha Murray. In “Female Body Image and the Mass Media: Perspectives on How Women Internalize the Ideal Beauty Standard,” Kasey Serdar writes, the standards of the woman’s body are visibly set through forms of media; furthermore, the pressures are high to achieve these unrealistic looks (1). A plethora of self-esteem issues result from the media’s portrayal of unrealistically thin models. In addition, today’s society places a significant amount of importance on what the eyes perceive, rather than what is on the inside, as the article “Factors That May Contribute to Eating Disorders” states (1). As a result, eating disorders now begin at a younger age, since girls grow up viewing the “ideal body” as skinny; furthermore, images in the media affect the self-esteem of women so immensely that many develop eating disorders after spending time viewing these unrealistic images. Women should not feel the need to cha...
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...tories, Inc., 2014. Web. 28 March 2014 .
York, Christopher. “Eating Disorders: How Social Media Helps Spread Anorexia And Bulimia In Young People.” The Huffington Post. AOL Limited, 23 April 2013. Web. 19 March 2014 .
Zimmerman, Amanda and John Dahlberg. “The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective.” Journal of Advertising Research 48.1 (March 2008): 71-79. Business Source Premier. EBSCOhost. Howland High School Lib., OH. Web. 28 March 2014 .
In recent years, sociologists, psychologists, and medical experts have gone to great lengths about the growing problem of body image. This literature review examines the sociological impact of media-induced body image on women, specifically women under the age of 18. Although most individuals make light of the ideal body image most will agree that today’s pop-culture is inherently hurting the youth by representing false images and unhealthy habits. The paper compares the media-induced ideal body image with significant role models of today’s youth and the surrounding historical icons of pop-culture while exploring various sociological perspectives surrounding this issue.
The media is a fascinating tool; it can deliver entertainment, self-help, intellectual knowledge, information, and a variety of other positive influences; however, despite its advances for the good of our society is has a particular blemish in its physique that targets young women. This blemish is seen in the unrealistic body images that it presents, and the inconsiderate method of delivery that forces its audience into interest and attendance. Women are bombarded with messages from every media source to change their bodies, buy specific products and redefine their opinion of beauty to the point where it becomes not only a psychological disease, but a physical one as well.
Our society today is heavily influenced by the media and the imagery it shows. Though it may be indirect, the media provides unhealthy messages about ideal body sizes, gender attractiveness, and weight control that make women view themselves in a negative way. Magazines, television, and movies influence teenage girls on what they believe their body image should be. The images they show set the standard of what is considered physically attractive in our society. With the use of photoshop, media depicts falsified images of models and actresses to create a perfected look that is unattainable by the average woman. This creates a desire among teenage girls to look like these stars that are often shown. When teenage girls look at these images, they compare themselves to those images, and then judge themselves based on these comparisons. These judgements can potentially lead to eating disorders. In order to prevent the risk of eating disorders among teenage girls, the media should depict a typical image of people, rather than idolizing a specific standard of beauty.
The media can impact people’s lives in many ways, whether it’s fashion, movies, literature, or hobbies. One of the impacts is how women view their bodies. Movie stars and models feel pressured to catch attention and to look good in order to have a good career in their respective field. People tend to judge how someone looks based on their body composition. The result of this “judgment” is that Hollywood is getting skinny. Since models and actresses serve as role models for people, people tend to want to look like them. The result of this seemingly harmless model of behavior is in an increase in eating disorders.
Researchers have used various abstract foundations for examining the relationship between media and body image ( Holmstrom, 2004). Here I review the theory that has been used by researcher in the area. Bandura’s Social cognitive theory (1994) assumed that “people learn and model the behaviors of attractive others”. The supporters of this theory suggest that young women find slim models in the media attractive and try to imitate them through dieting which leads them to eating disorders.
The media has had an increasingly destructive effect on young people who are becoming worryingly obsessed with their body image. The media is saturated in sexual imagery in which young people have to face every day. The sheer volume of sexual imagery in the media today has resulted in the vast majority of young people to become hooked on looking as near to perfection everyday by using the latest products and buying the latest fashions. This used to be enough but lately the next step to achieving perfection is cosmetic surgery. Everyone wants to look attractive, especially teenagers who are not only put under massive strain to succeed but to look beautiful and climb the ranks of the social ladder, and it seems that the only way to achieve the much desired beauty is to turn to drastic measures.
Mass media is designed to reach large audiences through the use of technology. Its purpose is
“The Objectification Of Woman In Advertisement” Dolce & Gabbana. Advertisement. Littleton Wordpress.com. N.D. Web. 10 July 2011.
The overwhelming idea of thinness is probably the most predominant and pressuring standard. Tiggeman, Marika writes, “This is not surprising when current societal standards for beauty inordinately emphasize the desirability of thinness, an ideal accepted by most women but impossible for many to achieve.” (1) In another study it is noted that unhealthy attitudes are the norm in term of female body image, “Widespread body dissatisfaction among women and girls, particularly with body shape and weight has been well documented in many studies, so much so that weight has been aptly described as ‘a normative discontent’”. (79) Particularly in adolescent and prepubescent girls are the effects of poor self-image jarring, as the increased level of dis...
M.D. “Body Image: A Clouded Reality”. Human Architecture: Journal of the Sociology of Self Knowledge 2.2 (2004): 58-65 pg. Web. 18 Nov 2013.
In her interview, she expressed that what she and her classmates see in the media is focused on physical appearance, and has nothing to do with the intellectual capacity. According to “Miss Representation”, the image offered by the media stimulates insecurity and anxiety in relation to appearance (Dines and Humez 15). More specifically, up to sixty-five percent of women suffer from eating disorders as a direct result of comparing their own physical appearance, including weight and body shape, to airbrushed models. This negative impression in the symbolic realm, of media, ensures that teenage girls have a skewed perception of their body image as it relates to what “beautiful” is, and a difficult time envisioning themselves in top leadership positions.
The fashion industry and media promote unrealistic beauty standards, eating disorders and low self esteem instead of stimulating body positivity and encouraging girls and boys to embrace their flaws and imperfections. Teenagers in this generation are given false impressions through media of what the “ perfect body” looks like and is putting a tremendous strain on today’s society. Causing eating disorders including Anorexia Nervosa, Bulimia Nervosa, Purging disorders etc. also usually these images in the media cause a decline in self acceptance and low self esteem: “Although this has always been the case, the modern media is relentless in advertising ideal figures, represented by male and female supermodels and action heroes. The barrage of
Lundstrom, William J., and Donald Sciglimpaglia. "Sex Role Portrayals in Advertising."Journal of Marketing 41.3 (1977): 72
Graydon, Shari. “How the Media Keeps us Hung Up on Body Image.” Herizons Summer. 2008:
The media tells girls their what their worth is based on one’s outward appearance. The mental perception of what their body looks like becomes distorted. This leads many girls to engage in risky behaviors just because they don’t measure up to the impossible goal of the ideal body. Self-concept issues can and have lead to eating disorders, drug and alcohol use, cutting, and bullying. The problem is this ideal body doesn’t exist. The images presented are airbrushed on models. Most of which weigh 23% less than the average woman. Even with this knowledge, teen girls believe these lies and commit to unhealthy measures to fit into that impossible mold. The National Eating Disorders Association explained in a survey that 70% of 6-12-year-olds want to be thinner and nine out of ten high school juniors and seniors are on diets even if only one out of ten are actually