In today’s culture, we are exposed to a profusion of advertising via various mediums like Billboards, Newspapers, Websites, and mostly TV. Advertising plays a strong role in our modern society and can enforce developing emotional and social issues while promoting prosperity and learning. Although advertising can vary from products and geographic areas, it can also vary on the population culture. We know that pop culture is a universal language where each and every population interprets different because of what the like, what they want, what they need and also what they used to.
The influence of the media on people is tremendous, and the effect of advertisements that direct images of beauty and the perfect slim figure have a harmful effect on a great deal of the world’s population, especially women. According to National Association of Anorexia Nervosa and Associated Disorders, 69% of girls between 5th-12th grades reported that magazine pictures influenced their idea of a perfect body shape and the body type portrayed in advertising as the ideal is possessed naturally by only 5% of American females.
Most of the advertisements in magazines try to present models as a realistic representation for consumers, particularly women to compare themselves. Not only do magazines try to portray the “perfect image,” but also television advertisements try to achieve this representation of the perfect body. These multi-billion dollar advertisement agencies go a long way to study people’s behavior to know what’s really appealing to a certain group of people and find a way to show that the product or service is really for them even when they know their product can be harmful or the effect can be dangerous.
According to recent studies, advertisements in the media cause people to “evaluate their own attributes and abilities, which they do by comparing themselves with others” (Smeesters). Like in the commercial ad “Be the girl of your dream” by Jennifer Lopez for “Bodylab” company, Jennifer looks very proud and confident in her body, which is a dream for most women with low selfesteem. All around the world, people suffer from trying to impress other people and themselves with body image.
The majority of people do things to improve their body image. BodyLab according to their website state their ultimate goal is to help create a healthier, happier lifestyle for women everywhere. They choose a well-known Superstar to represent their brand. In that very sensational commercial, the 45-year-old entertainer showcased her bronzed and toned figure in a one full minute ad. She is floating like an angel in a heavenly golden ray of light while clad in an ivory crop top and wrap skirt that exposed her taut and flat tummy, arms, and legs.
Somewhere inside, she’s there. Jennifer breathed in voice-over, as the camera panned seductively around her perfectly formed physique obscured now and then by her gently undulating garment and hair. The fit you, the real you,’ the singer continued. ‘No matter how long she’s been gone, we can bring her back together. No more waiting, no more excuses. It’s time, make an investment in yourself, your confidence, your significance, your happiness. Be who you are meant to be. Be the girl of your dreams with BodyLab.
This commercial is made by a woman for women, but mostly target our middle age women who want to have the perfect body despite their age and the advertisers behind the commercial made it clear that by using their product it is possible to achieve your goal of having the perfect body. By using that perfect golden color, the advertisers give power to their product. The psychology of this color implies affluence, extravagance, and achievement. Unlike the silver which is associated with feminine energy and the gold is more likely to masculine energy, this ad is meant to give power over your own body and low self-esteem.
While watching the ad, you want to be like Jennifer powerless, proud and confident in your own body. As women are getting older, their self-esteem levels tend to decline. This usually occurs due to a rise in social awareness, in attitudes toward appearance and in social comparison with models. Women, in general, no matter their age want to be desirable, beautiful and sexy. Moreover, she continues to convince the customers by singing with a very sexy and low voice “No matter how long she’s been gone, we can bring her back together”. This brainwashing statement makes viewers to be curious and to be on alert to know about that miracle product.
The mastermind behind the production of this advertisement uses a glamorous person and the right word to make viewers needy of their product. The ad delivered just that as most middle women want to stay young and fit. Advertising agencies change their strategies about how to get people to buy their products. Nowadays, when you are watching a commercial on TV, you don’t really have any idea about what it is almost until the end. What they are really trying to do is to present to us, the viewers real life situations we can relate to so we are somewhat bound to that brand.
Viewers have to have in mind is that the purpose of advertising is to sell a product or a service and there’s no other way around that. Even though some people think they are immune to advertisement, they have to be vigilant when watching ads to avoid being played by advertisers. Some women are really struggling with the way they look, and the psychology behind those beauty ads only make them feel worse about their appearance. A recent study published in the Journal of Women and Aging investigated body image satisfaction in middle-aged women over 50.
Using a sample of almost 1,800 American women, researchers found that just over 12% of the participants reported that they were satisfied with their current body. Aspects of their physical appearance that these women reported feeling unhappy about included their skin (80% of women), their stomachs (56% of women), and their faces (54% of women). Researchers also found that participants who had undergone cosmetic surgery were no more or less satisfied with their body image compared to those women who did not have surgery.
In the group of women who did report satisfaction with their bodies, researchers found that these participants were less likely to have eating disorders and dieting behaviors. In regards to the findings of this study, lead researcher Dr. Cristin Runfola noted, “Of course the fact that so few women are satisfied with their body size is concerned. But we were interested in how some women remain happy with their size and shape, given ubiquitous social pressures to retain a youthful thin appearance, and the influence of a multi-billion dollar anti-aging cosmetic industry.
According to Bodylab ad, we aren’t making an investment in a simple product instead we are making an investment in ourselves and our happiness. Body image, or the mental representation of what we think we look like, plays a crucial role in the development of self-esteem. Body image also influences emotions and behaviors in both men and women. Poor body image can be a driving force in giving those product companies the way in manipulating many to alter their lifestyles based on a distorted perception of their own body. However, customers have to be smart and know better to accept themselves.
The media will never take responsibility for their influential actions in portraying unrealistic expectations of body images because sexuality sells. The feelings that it internalizes and the body dissatisfaction in women and children can be eased with proper education. “It’s better to talk about bodies in terms of their strength and abilities rather than their appearance” (Russo 234). We need to communicate to our children at an early age that the media is communicating a false conception of beauty, therefore encouraging them to love and value themselves.
Feelings dissatisfaction about your body can cause serious health issues, mostly in women and young girls as they struggle for the unrealistic “perfect body” image that the media is conveying. Using diet pills like the Bodylab brand or other anti-aging cosmetics can actually help at a time, but their secondary effects can be fatal later one. Those beautiful models in those ads won’t tell you about what you may have to deal with in the long run, instead they will tell you what you want to hear and what you want to see to feel better about yourself.
To resume, advertisement has been around for a long time and it will continue to be. It is the faster way of telling others about a product, what you want them to know about it and why their product is the best. Viewers should learn to be positive and learn how to overcome the power of the media over their life. Self-acceptance is something that continually needs to be built upon throughout an individual’s life, particularly as the different life stages can influence how you feel about yourself and your body.
People should put a high price on their own value and appreciate their own worth. High self-esteem is important and makes you feel good about yourself without wanting to be somebody else. However, there’s no pill not matter how convincible the advertisement may be can make you love yourself. Be the girl you are meant to be by being yourself and enjoy life as much as possible. Don’t miss out on your own happiness while trying to live somebody else’s life or being under the influence of the media. After all, beauty is far deeper than what is visible to the eyes.