The number one wish for girls ages 10-17 is to be skinnier and they are one of America's largest consumer markets. These girls account for billions of dollars in purchases each year and many have a profound influence on the purchases of their parents. Marketers and advertising agencies are trying harder than ever to attract these young consumers therefore most of their advertisements have become geared toward this demographic.Advertisers deliberately portray an unrealistic body image to girls in order to create an unattainable desire for an image that drives product consumption by bombarding them with advertisements, providing unrealistic role models and idealizing the image of normality.
Girls frequently compare their bodies to those
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Even though most fashion models weigh 23% less than the average female, many young girls idealize this body type. In addition a model size 8 or larger is considered a plus size model and usually does not appear in fashion magazines. Researchershave suggested that depicting thin models may lead girls into unhealthy weight-control habits, because the ideal they seek to emulate is unattainable for many and unhealthy for most. In one study, 70% of girls reported that the appearance of models in magazines influences their image of a perfect female body. Furthermore 49% of these girls influenced by models in magazines feel they themselves need to lose weight although only 29% of them are actually overweight.
Advertisers market their products to attract these consumers to materialistic goods, by creating an infatuation for perfection. This infatuation can put teens and tweens on a pathway towards a desperate desire for acceptance and normality. When these girls find themselves on this path, they do not have a real sense of what the image of normality is, and in turn they define it as perfection. Moreover, their ignorance to the scope of this image further leads to them acknowledging that the models in advertisements are normal. This confusion also leads to the belief that if they are overweight when in actuality they themselves are normal.
The advertising industry is coercing teens and tweens to idealize an unrealistic desire