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Kimberlyn Wayland Instructor: Malcolm Campbell English 1102 11/30/13

Size 00 and Photoshopped Images: Why Ad Companies Want Women To Shrink Until They Disappear

About a week ago, I was browsing through the mall and stumbled across a store with something quite different that I hadnt really seen before. The mannequins looked proportionate to the average woman, and their bodies actually looked like human bodies. Wow, our culture is really taking a step in the right direction regarding positive body image in the media, I thought to myself. Until I glanced above and realized the store sign said Womens Plus Sizes. The mannequins in the store window looked like healthy, average weight bodies to me. Thats a shame. Its too bad to think that we as a culture are making women think that their bodies are overweight because they are healthy and are more than just skin and bones. After seeing that particular store window, I decided to go on a search, scavenger hunt if you will, to see if I could find any sort of positive means of advertising throughout the mall. Unfortunately, in most womens clothing stores and department stores, all photos and ads typically showed an overly thin and photoshopped woman and the mannequins were so frail-looking and emaciated that they
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began to not even look human. And nearly all of them had the garments they were wearing clipped in the back so that they would fit the mannequins. What kind of example are we showing

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to female consumers, and why do we think making them think negatively about their own bodies is the best advertising method?

Toxic Advertising Culture Advertising companies feed on making consumers feel negatively about themselves but at the same time, they show us their products that are promised to fix all of the flaws that they have just told us we possess. It is a corrupt and toxic culture in which we live, and although we may not think advertising greatly affects us, it does much more so than we know. In regards to what advertising says about the female body, feminist author, speaker, and filmmaker Jean Kilbourne states in
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her film Killing Us Softly 4 that "Ads sell more than products...To a great extent they tell us who we are and who we should be. Well what does advertising tell us about women? It tells us, as it always has, thats whats most important is how we look. So the first thing the advertisers do is surround us with images of ideal female beauty. Women learn from a very early age that we must spend enormous amounts of time, energy and above all money, striving to achieve this look and feeling ashamed and guilty when we fail. Failure is inevitable because the ideal is based on absolute flawlessness" (Kilbourne). The ideal body type we are so accustomed to in American culture is typically tall, slender, white, with long, luxurious hair. For example, in this Nine West ad we see
(Lucas)

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the perfect example of this type of ideal American Beauty. We are immersed in imagery that depicts the "perfect" idea of American beauty, when more often than not, it's a form of hyperreality because the photos have been edited, retouched, and retouched again. Body Image depicted in advertising is almost always unreal, yet many viewers don't realize this, because we are taught to think that this unachievable look is what is expected of us.

Rewarding the Small in the Fashion Industry

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The reason for negative body image in advertising may be perhaps because we think the best way to sell a product is to glamorize the outcome and make consumers think all their wildest dreams will come true and that they will achieve impossible perfection if they buy a certain product. Wrong. Reality is rarely shown in the media in regards to body image. Many dont realize just how much editing goes into the final image that many people, just like myself see, when theyre walking through the mall, for example. The majority of the time, the models body is edited to make it fit the more ideal body shape; even in this photo of a plus-sized model, the editor felt a need to modify her body a great deal. By seeing

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images like this where the plus-sized woman

(Lucas)

is made to appear much smaller than she actually is, the expectations thrown upon us by the media are that females should be small, even if they are fullfigured, and even smaller if they are of average size. What we are being fed is unhealthy and

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toxic and does little to no good, as well as causing damage to self esteem. There is also a very narrow range of what is considered the ideal beauty in our culture. American fashion model Cameron Russell stated in her TEDTalk For the past few centuries, we have defined beauty not just as health and youth, and symmetry that we are biologically programmed to admire, but also as tall, slender figures and femininity. And white skin. And this is a legacy that was built for me and a legacy that Ive been cashing out on. And I know there are some who are skeptical of what Ive said at this point. Unfortunately I have to inform you that in 2007 a very inspired NYU Phd student counted all the models on the runway, every single one that was hired, and of the 677 models that were hired, only 27 or less than 4 percent were nonwhite (Russell). Not only does race play a big part in how body image is represented in the media, but weight does as well. Mike Jeffries, the CEO of Abercrombie & Fitch says he doesnt want larger people shopping in his store, he only wants thin and beautiful people. He was quoted saying that he doesnt want his core customers to see people who arent as hot as them wearing his clothing because people who wear his clothing should feel like one of the cool people writes Robin Lewis, co-author
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of The New Rules of Retail (Lewis). Therefore, Abercrombie & Fitch doesnt sell pants above a size ten and shirts above a size large because its bad for their image to have larger sizes. Certain companies and stores are blatantly saying that they only want a specific target market that falls under the ideal beauty category for our culture, and thats highly upsetting and quite

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frankly, discomforting.

(Lucas)

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Dismemberment Advertising Not only are we made to right size, but that we as females in a variety of ways. One way is body look like a product (for advertisement for Michelob bodies into a certain product.
(Lucas)

think that our bodies arent the are objects used to sell products to include making the female example, a beer bottle) like this Beer, or literally morphing our Another way that is quite disturbing is only using part of the body in an advertisement, therefore dehumanizing the body and only emphasizing parts of the female body like the breasts, legs, or butt, such as in this Mercedes Benz Advertisement. This is called Dismemberment Advertising and makes women think of themselves as individual parts, rather than a whole person and if one part is flawed or not as satisfactory as other parts, then her view on her own personal attractiveness is often destroyed. Yet another type of female objectification in Advertising is the blending of

(Lucas)

different acceptable features from different models being

blended together to make a perfect or ideal woman who doesnt actually exist. Advertising companies are creating unattainable goals that we strive to be like and often at deadly costs. Even famous celebrities who seem perfect are often overdone in photo shoots and dont truly
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look how they appear in advertisements. But, viewers dont often realize this because Photoshop

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makes these changes virtually impossible to notice unless you were to see the original photo. For example, in this Rolling Stone cover featuring singer Katy Perry where the editor decided her breasts just werent quite perky enough, and her thighs and arms were just a tad bit too big, oh and dont forget, those lines on her stomach were just not acceptable for the public to see (Duca).
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(Duca)

Some changes are just completely

unnecessary and when images like this get out to the public, most women who see this begin to dislike their own bodies because they may not have a perfect body like the media makes us believe celebrities have. Perhaps, if these flaws were kept in the photo, we would be able to relate more to celebrities we look up to and have a higher overall sense of worth. American clinical psychologist and author of Reviving Ophelia, Mary Pipher, ( a novel about the societal pressures put on young girls) states Girls developed eating disorders when our culture developed a standard of beauty that they couldn't obtain by being healthy. When unnatural thinness became attractive, girls did unnatural things to be thin (Pipher). The body type we are shown in advertising is one that is unachievable to most girls and if it is achievable can only be done through harmful avenues such as starvation or overexercising.

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Skeptical Ad Campaigns There is clearly an unequal representation of different body types and appearances in the media. Although some have tried to create a positive outlook and promote positive change in self love and body image, like the Dove Campaign, for example, there is still a lot going on behind closed doors that we dont see. Many have seen the Dove Campaign For Real Beauty
gave the precise name of the campaign Explained the Dove Campaign in more detail

commercials encouraging women to love their bodies no matter what size they are. The Dove Company states regarding their campaign that: The campaign started a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable. Dove has employed various communications vehicles to challenge beauty stereotypes and invite women to join a discussion about beauty. However, did you know that this company is owned by the same company that creates the advertisements sexualizing women in order to sell mens fragrance sprays and soaps? This debate on who is really for the bettering of the nations body image arises when the very company who markets themselves to women as being a body positive company, Dove, is also owned by the same company who has extremely sexist ads geared towards men, this brand being Axe Body Spray and the company being Unilever. They defend themselves by saying that their advertising efforts are tailored to reflect the unique interests and needs of the audience. I found this information on usnews.com in an article written by Danielle Kurtzleben who is a business

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and economics reporter for US News and World Report (Kurtzleben).

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The Positive Movements

Added this entire paragraph to show successful aims at spreading body image in both a celebrity campaign and noncelebrity.

On the opposite end of the spectrum, there are certain individuals in the media aiming to end the negative voice of the media regarding body image. One great example is when Jessica Simpson did a photo shoot for the magazine Marie Claire and asked them to not put any makeup on her and not to retouch the photos at all. The message created by this brave act is that she is showing viewers that she is a real person and not a perfect charicature of what the media expects her to be. And guess what?

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She is still beautiful, what a shock! What is so remarkable about this particularly, is that having photos completely untouched featuring

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a celebrity with no makeup is rarely refreshing and direction. Not only in this photo shoot, with a organization
(DoSomething)

(DoSomething)

seen in any magazine. Its definitely a step in the right did Jessica Simpson participate but she has also teamed up called Operation Smile to

create her own campaign called A Beautiful Me which aims to help teens embrace their inner beauty (DoSomething). Another positive body image movement on a smaller and not-so-famous scale is a tumblr-wide project called Stop Hating Your Body. On this blog, individuals can submit

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anonymous stories of how they came to peace with loving their own bodies and their own personal struggles/successes regarding body image (Laney). Movements like this have great impact because they connect us all by allowing us to connect to one another, and by seeing others both speak out about their insecurities and what they love and embrace about their bodies, we are able to maybe accept and love our own a bit more.

Conclusion
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We become confused as a culture when we are constantly being fed advertisements and images in the media that tell us that we can only look a certain way in order to be considered beautiful or worthwhile. "The average American is exposed to about 3,000 advertising messages a day." (Publicity.com) Its overwhelming the amount of media we are faced with each and every day. A majority of these advertising messages deal with body image and what we should strive to be like and many times, this is something that is unattainable. Unrealistic social norms are then created by over-saturation of false ads and images. I think we need to focus on educating the consumer rather than the advertising companies, because we can change how we view the falsehoods made by these companies, but it would be very challenging to change how they market to us because, unfortunately, their methods sell and they dont want to quit. We must educate ourselves and others on how to unveil the fact that these images are not reality and the opinions of those in the media have no affect on our own personal self-worth because what they have deemed the cultural high expectation is NOT the only form of beauty and its definitely not the most valid either. We can boycott certain companies that have negative body image throughout their ad campaigns and even spread positivity through different campaigns like the

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tumblr-wide project Stop Hating Your Body. We need to become media literate, meaning that we need to gain the ability to know that the images we see in advertising are not real by any means, nor are they something we should strive to be like.

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Works Cited

Duca , Lauren. "The 9 Most Unnecessary Instances of Celebrity Photoshop." Huffington

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Post. (2013): n. page. Web. 4 Dec. 2013.

Laney, Annie. "Stop Hating Your Body." Stop Hating Your Body. N.p., 2013. Web. 4 Dec.
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2013. Lewis , Robin. "A&F: Exclusive or Exclusionary?."Huffington Post. (2013): n. page. Web. 23 Oct. 2013. Lewis, Robin. "A&F: Exclusive or Exclusionary?." Huffington Post. n. page. Print.

Kilbourne, Jean , dir. Killing Us Softly 4. Media Education Foundation, 2010. Film. 16 Oct 2013.

Kurtzleben, Danielle. "Unilever Faces Criticism For Real Beauty Ad Campaign." usnews.com. US News, 07 26 2013. Web. 23 Oct 2013.

Lucas, Scott A., Ph.D. The Gender Ad Project South Lake Tahoe, California, 2002. Web Images. 30 Oct. 2013.

Pipher, Mary, dir. Reviving Ophelia: Saving the Selves of Adolescent Girls. Media Education Foundation, 1998. Film. 23 Oct 2013.

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Russell, Cameron, dir. Cameron Rusell: Looks aren't everything. Believe me, I'm a model. . TedTalks, 2012. Film. 16 Oct 2013.