October  2007

Media Images Foster Body Dissatisfaction

Americans are exposed to more than 300 ads every day. Their purpose of course, is to sell
products. We all know that, although we may not be conscious of the strategy at work in them. Ads strive to convince us we are flawed or lacking something and that we cannot be happy unless we have what they are selling.

The fashion and beauty industry works hard to create dissatisfaction with our appearance so we will buy the clothes, cosmetics, deodorant, toothpaste, etcetera being advertised. All these products supposedly will make us look like the models in their ads, and be as happy as these models appear to be.

The fact is, not even the models pictured in the ads look like that in real life. In the Health for Every Body class we watch a video called “Behind Closed Doors” which shows some of the methods used to create fashion photographs and ad videos. Clothes are radically refitted using duct tape, pins and clamps which are hidden from the camera’s view. The models’ bodies may also be physically reshaped using tape, pads, shapers and cinchers. After photos and videos are taken, they are electronically retouched to remove inches, wrinkles and other blemishes.

Sometimes a photo image is actually made up of several different people. For example the mouth of Model A will be paired with the nose of Model B and the eyes of Model C. Even models are not “perfect” enough!

Admittedly, it can be difficult to develop and maintain a healthy body image when overwhelmed by so many unrealistic media images. Kathy Kater, LICSW, author of Real Kids Come in All Sizes, offers some helpful advice on her website www.BodyImageHealth.org.

First, accept what you cannot control. Body shape is determined by our genetic heritage. As Kater writes, “Regardless of efforts to change it, over time your body will fight to maintain or resume the shape it was born to be. ….you can’t fool Mother Nature without a tremendous cost.”

Kater advises giving attention and energy toward what is within your control, like the following:

• Realize that if you eat well and live actively, your best natural weight will develop over time.

• Select role models which are a realistic standard against which to compare yourself. The Ugly Duckling would have always been unhappy comparing herself to the ducks no matter how beautiful a swan she became.

• Remember that your appearance is only one aspect of your identity. Image is not everything. Keep in mind your values, talents, and actions which are an expression of the unique individual you are.

• Be a critical media consumer. Notice the ways advertisers try to make you feel deficient so you will buy their product. How likely is it that using a certain shampoo or driving a sporty car will suddenly make you more attractive?

• Encourage healthy body image attitudes among friends and family members. Rather than spending time and energy on body hatred, refocus on fun, positive eating and activity habits.