Many women do not realize that simply reading a magazine or watching television can be hazardous to their health. In today's world, women are bombarded with advertisements and influencing images everywhere they look or go. It is normal for an average woman to have daily or hourly exposure to newspapers, magazines, television, billboards, commercials, cell phones, and laptops. Likewise, it has become common place for the advertising industry and the media, through all mediums, to pressure women to seek out and maintain the perfect face, figure, and fashion. The misleading notion of perfection is touted by unrealistic photo shopped pictures of professional models who have licensed hair stylists, specialized makeup artists, certified personal trainers, and skilled wardrobe consultants. Unfortunately, advertisers often emphasize physical attractiveness to sell products, and many fear this places undue pressure on women to focus too much on their appearance. Over the years, there have been conversations concerning the negative consequences of advertising on young women. Through numerous studies, it has been proven that advertising and media negatively impact the lives of U.S. women ages 13-25 which leads to body image dissatisfaction, eating disorders, and depression. Therefore, it is of upmost interest of the public to encourage interventions such as providing forums to educate, organizing reform advocates, and reinforcing proactive changes currently being implemented by advertising companies.

In a 1999 book entitled, Body Image, psychology professor Dr. Sarah Grogan gives a historical background as to the origin of body image research. She notes that Dr. Paul Schilder in the 1920's was the first researcher to look at the body within a psychological and sociological framework. Dr. Schilder published a book in 1950, The Image and Appearance of the Human Body, which is listed as a source in her book. For the purposes of this essay, the definition of body image is described by Dr. Grogan’s book as: “a person’s perceptions, thoughts and feelings about his or her body" (Grogan 1). She asserts a popular psychological theory on how media communications affect an individual's self concept. The Self Schema Theory as clarified by Grogan is "a person’s mental representation of those elements that make him/her distinctive from others; those aspects that constitute a sense of 'me' " (Grogan 101). The body image is seen as a mental construction receptive to change with new information (Grogan 101). Above all, the body image is "elastic" and responsive to "social cues" (Grogan 101). In other words, a person’s body image of themselves is open to change based upon social influences. Media and other public contacts can affect a person's body image. Consequently, as suggested by research, adolescent girls are even more susceptible to a change in their body image as they go through puberty and are more vulnerable as their perceptions change so frequently during this period (Grogan 3). Thus, the media, especially through advertising, can affect a woman’s body image by becoming a reference point against which unfavorable body shape comparisons are made.

Various studies have been conducted that seek to discover the social causes that negatively impact the lives of U.S. women and to ascertain what impact advertising and media can have on a woman’s body image. Data indicates that there is substantial evidence that a woman’s exposure to media that portrayed unrealistic thin-ideal images is a prominent risk factor for causing body dissatisfaction. In a 2008 article entitled, “The Role of the Media in Body Image Concerns Among Women”, psychology professor Dr. Shelly Grabe and other authors analyzed numerous research studies that tested the links between media exposure and how it affected a woman's self-image. They discovered most evidence from these studies indicates that media exposure, such as, television commercials that feature thin-ideal female images increases a woman’s body dissatisfaction (Grabe et al. 461). Also, Kay Megan women's advocate and producer of the 2010 YouTube video, "11 Facts About Body Image", states, “A woman experiences a negative body image after looking at altered magazine covers and examining the photoshopped ads inside." She informs the audience that models are typically 5'11'' and weigh about 117lbs, while the average American woman is 5'4 weighing 140lbs (Megan). Sadly, as a result of the media pressures to have a perfect figure, women become self-conscious about their bodies and use physical appearance as a measure of their self worth. Another survey was conducted with a group of female college students who were asked to rate the importance of different social pressures to be slim; these women concluded that the most powerful perceived social pressure was media, followed by peers, and finally followed by family (Grogan 106). Women, now more than ever, have media images influencing them. According to author Aaron Smith, in a 2017 Pew Research Center fact-tank article, 92% of 19-29 year-olds own smartphones and 73% of all Americans have internet service at home. Research clearly shows that a woman’s exposure to media that portrays unrealistic thin-ideal images is a prominent risk factor for body dissatisfaction. It appears that a woman's body image is not based upon the actual size and shape of her body, but rather on her subjective social observations as defined by advertisements and media. 

Furthermore, there are investigations that link a woman’s body dissatisfaction to subsequent adverse physical outcomes in particular, eating disorders. The studies connect a woman’s elevated body dissatisfaction to increases in risk for unhealthy behaviors, eating disorders, and misuse of laxatives. In a 2016 website article, “Eating Disorders: Body Image and Advertising”, the HealtyPlace staff discussed prior studies that suggested advertising and media adversely impact a woman’s view of her body image which can lead to unhealthy behaviors as women strive for ultra-thin bodies. In a 2002 article entitled, “Role of Body Dissatisfaction in the Onset and Maintenance of Eating Pathology”, Dr. Eric Stice, clinical psychologist, and Dr. Heather Shaw, research sociologist, analyzed various studies, articles, and books, as to the origin of body dissatisfaction and the connection to harmful consequences in women. The authors concluded that the research corroborates that a woman’s elevated body dissatisfaction increases the risk for eating disorders (Stice and Shaw 89). The authors also agreed that behavior by women to meet this ideal may lead to dieting, binging, purging, and skipping meals (Stice and Shaw 88). The diet industry annually generates $33 billion in revenue because of successful, altered advertisements, but many healthcare professionals have found that stringent dieting to achieve unrealistic goals can trigger eating disorders (Eating Disorders). An alarming amount of young women succumb to eating disorders to include one out of every four-college girls who suffer from some type of eating disorder (Megan). Statistics show that 90% of all teenage eating disorders are girls (Eating Disorders). Eating disorders are real, potentially life-threatening conditions that can have serious consequences for physical and emotional health, productivity, and relationships. In a 2016 newspaper article, “Attention, Teenagers: Nobody Looks Like That”, Dr. Perri Klass, a pediatrician, analyzed a "Growing Up Today Study" of adolescent children. Dr. Klass addressed the connection between advertising and social media to unhealthy physical behavior in women. Mainly he concentrated on the misuse of laxatives by women to become thin and concluded that the repeated exposure to media content leads viewers to begin to accept media portrayals of the thin-ideal as a representation of reality (Klass). The overuse of laxatives is just another form of eating disorder. Women often mistakenly believe they are getting rid of unwanted calories to lose weight. In essence, women internalize the thin-ideal, adopting the belief consciously or unconsciously, and become dissatisfied with their bodies. Meanwhile, they attempt to get thinner by dieting, binging, purging, skipping meals, and misusing diet products. For the most part, the standard they seek to achieve is unattainable and results in a variety of health complications. 

Additionally, research provides evidence that a woman’s dissatisfaction with her body, in conjunction with unhealthy behaviors, can consequently lead to depression. There is a link between a woman’s body dissatisfaction and ensuing unhealthy behaviors. These unhealthy behaviors are risk factors for depression. Body dissatisfaction is a consistent risk factor for bulimia and a significant predictor of low self-esteem, depression, and obesity (Grabe 460). Plainly stated, a poor body image can contribute to depression, anxiety, and problems in relationships. A study found that three minutes spent looking at a fashion magazine caused 70% of women to feel depressed, guilty, and shameful (Powell). Moreover, any symptoms of an eating disorder increased the risk for the onset of depression (Stice 86). “These feelings are not inconsequential; they have been linked to critical physical and mental health problems” (Grabe 460). Women already dissatisfied with their bodies showed more anxiety and bulimic symptoms after prolonged exposure to the perfect fashion images (Eating Disorders). Eating disorders are also one of the most common psychiatric problems faced by females today (Stice 85). Low self esteem and eating disorders have the highest levels of treatment seeking inpatient hospitalizations and suicide attempts (Stice 86). This evidence demonstrates how body dissatisfaction is associated with mental health. As women put an emphasis on the importance of thinness, they develop unhealthy behaviors such as eating disorders which can result in depression. More focus should be placed on body image disturbances. Increased body dissatisfaction can have significant long term implications including extensive treatment, therapy, and hospitalizations for mental health concerns. 

Opposing research suggests that other social pressures act as independent grounds for negative impacts on women's health. Those studies attribute a woman’s elevated body dissatisfaction to social pressure from peers, parents, and social media. In a 2013 article, psychology professor Dr. Christopher Ferguson and other researchers conducted an experimental study to find out more information on the factors leading to body dissatisfaction in young women. In this research, it was concluded that real-life peer competition was the leading cause followed by thin ideal images, and parental pressures (Ferguson 12). Currently, there is ongoing research into what effect social media such as Facebook has on a woman's body image. It is common knowledge that the popularity of technology has increased in use and volume. The Pew Research Center states that 86% of 18-29 year-olds are social media users (Smith). With every multimedia search, email review, social network interaction, and mobile entertainment escape, women will be brainwashed by the billion-dollar advertising industry with only the touch of a hand twenty-four hours a day, seven days a week. In a 2016 study, "Facebook and Body Image Concern in Adolescent Girls", Dr. Tiggemann and Dr. Slater examined the relationship between adolescent girls use of Facebook and its impact on body dissatisfaction. They stated that Facebook is currently the most popular social networking site with over 1.5 billion current users worldwide (Tiggemann and Slater 80). They discovered the use of Facebook did not predict subsequent body image concerns, but the number of Facebook friends did predict an increase in a girl’s internal drive for thinness (Tiggemann and Slater 82). Generally speaking, these opposing studies have been relatively small in nature, and thus only have narrow research support. The degree to which other outside forces negatively impact the lives of women ages 13-25 is currently being investigated and debated by the academic community. However, widespread dissatisfaction of body size and weight has been well documented among adolescent girls. Overall, there is extensive research support to show that traditional media such as magazines or television can subsequently influence a woman’s body image and dangerously affect her health. 

There have been ongoing efforts by the public and other organizations to develop intervention practices to help educate and protect women from harmful ads and media. Public awareness forums, private advocacy methods, and direct changes by advertising companies are a few of the interventions. Jean Kilbourne, well known author and critic of advertising fallacies, has an internet blog on Ted-X and frequently makes public speeches across the country advocating for transformation of photo-shopping advertising. At the Harvard School of Public Health, she explained, "The average American encounters 3,000 advertisements every day, and spends a total of two years watching TV commercials in their lifetime" (Roeder 2). She asserted, "At the center of many of these ads is an image of idealized female beauty. Models are tall, slim, and light skinned, and digitally altered to ever-more unrealistic proportions" (Roeder 2). She promoted healthy eating and suitable exercise, and condemned advertising that causes women to hate themselves (Roeder 2). Camira Powell, writer for the MIC Daily web news site, applauded the August 2012 issue of "Seventeen" magazine wherein the editor introduced the magazine's Body Peace Treaty pledging to reduce the amount of photoshopping in pictures and to show "real girls as they really are" (Powell). This promise of change in the magazine's policies was inspired by a 14-year old girl who had the courage to start an online petition asking the magazine to stop airbrushing its photos and ads (Powell). The petition received over 84,000 signatures (Powell). A 2017 article, "American Medical Association Speaks Out Against Photoshopped Ad Photos", published by PetaPixel , a leading blog on photography, reported that a board member of the AMA was quoted as urging the ad industry to stop the “altering of photographs in a manner that could promote unrealistic expectations of approximate body image." Other attempts to educate the public include the placement of warning labels on idealized media images by advertising companies. In 2012, psychologist Dr. Tiggemann along with other authors revealed the results of their experimental study investigating the addition of warning labels to fashion magazine images in an article titled "Reality Check: An Experimental Investigation of the Addition of Warning Labels to Fashion Magazine Images on Women's Mood and Body Dissatisfaction." It was discovered that "Despite their assumed effectiveness by their many advocates, warning labels (generic or specific) had no main effect on body dissatisfaction in the present experiments" (Tiggemann et al.51). Apparently, further research on warning labels is needed to determine their usefulness. Also, Dr. Tiggemann's Facebook article suggested that females should limit their time on Facebook and other social media sites to prevent detrimental effects (Tiggemann and Slater 83). Obviously, it is in the best interest of the public for citizens, organizations, and the government to implement intervention practices that educate and protect young women from harmful media and advertising practices. People need to realize that by their active involvement in their communities they can influence advertising methods, create public awareness, and produce beneficial changes.

Advertising and media exploitation of physical attractiveness does more to consumers than just sell products. Undoubtedly, it leaves women, ages 13-25, more vulnerable to body image dissatisfaction, eating disorders, and depression as they strive for the unattainable perfect body as glorified by the media. The detrimental impact on women from media and advertising is an important social issue. Today's women must be encouraged to believe that they are beautiful no matter what their size. History has never had it right and will only keep repeating itself if changes are not implemented. This chronicle of self-worth based upon public perception has existed since the beginning of time. Long ago society valued the larger more voluptuous woman because she represented wealth, while skinny women were frowned upon as poor and having to actually work to survive. Today the roles have reversed, but the cycle continues. Now the public has a chance to make everything right. Women should be taught at an early age not to believe what they see in the media, the fallacy of the perfect woman. Accordingly, practices and programs must be implemented to disrupt the link between advertising, media images, and body dissatisfaction. There have been interventions aimed at educating women. Books have been written sharing real life struggles and support groups through churches and corporations have been created for counseling. These interventions require considerable time and effort. There appears to be a need for simple interventions directly addressing the advertising companies and the media.  Especially interventions that reduce the socio-culture pressure to be thin. Organizations need to rethink their advertising techniques and what they are really doing to their target audiences. Awareness forums and private advocacy methods to some extent have been successful by changing the techniques of some advertising companies. However, more aggressive action is needed to expose the misleading notion of perfection and to generate more awareness of this ongoing problem. Until the harm that media is capable of causing becomes known, women's health will continue to be at risk. More active public participation and support is needed. With more advocates there will be a myriad of creative ideas and increased pressure on the media to make constructive changes in their advertising policies. Young women, now more than ever, need inspiration that raises their self esteem and allows them to accept their unique physical appearance.
