These lucrative body shapes are able to sell anything they advertise, whether it is a perfume, mobile phone, a car or even an after-shave. However, this growing trend of portraying skinny models as icons of fashion creates an unusual predisposition in common women to seek for the popular image of ultra-thin American woman. The ultra thin female bodies have haunted the entire media. While going through the pages of a womans magazines, whether it is Vogue or Womens Day or Good Housekeeping, or McCalls, one can easily see long articles emphasizing the need and ways to lose weight in order to have a great life.
This frequent and excessive portrayal of ultra thin women leads to a number of unhealthy and fatal emotional and biological impacts on female readers. The impact of these a magazine on self esteem of young women, as they compare their body shapes with the “perfect” ones of models, seriously needs to be denounced. The myth about beauty will be broken by revealing the real benefits media enjoy by impacting the values of women. The paper also focuses on identifying ways through which this insecurity can be prevented or remedied (Cohan, 2003).
Sontag remains that in our past the idea of female beauty was closely linked to her realistically voluptuous body. In the early 20th century, the culture of fashion underwent a shift from the chubby female figure to a thinner fragile look. However, this thinner new female ideal was not really misleading and made women to think about taking care of their health. This description of female figure initially created a healthy trend in common people as they started to incorporate sports activities in their free time to make their bodies healthier and more active.
However, with the development of digital imaging techniques, the beauty ideal presented today to young women is more unrealistic and unattainable than ever before. The recent hype for promoting the thin beauty is increasing towards unattainable thin figures, most of the time being artificially “perfect” which is facilitated by digital tools and computer. In this way media can be held responsible for creating stereotyped notions of beauty, being linked with skinny, ultra slim and very female bodies (Cohan, 2003).
Media are very tough in the sense that they manage to create an illusion about beauty that is important for them in order to earn money which results in a difficult dilemma. Mandel, a teacher at Arizona State University, believes that the entire idea behind using ultra-thin models is to develop complexes in the minds of women and force them to seek inspiration from these beauties.
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