Third-Person Effects of Idealized Body Image in Magazine Advertisements

For years it has been argued that the idealized body image shown in advertisements causes negative effects on a woman's self concept and perception of body image. The striving need for bodily perfection, like the models displayed in advertisements, is thought to be related to an increase in eating disorders. Though this increase is believed to be a result of the media, studies regarding this topic are inconclusive on how and why idealized images negatively affect women. Other researchers suggest negative body image effects on women are rooted in men's expectations of women's bodies. Women believe men like thinner bodies however men report to like slightly thicker bodies then women perceive to be. Studies have shown adolescent girls strive for perfection because they believe that is how their male peers are going to judge them because it is the new norm, not because they believe idealized images are real. The more women are exposed to idealized images, the more influence advertisements have on them. When a woman's self esteem is damaged, "she is motivated to gain, maintain, and restore self esteem". Because physical appearance and the idea of attractiveness is part of self esteem, women rate their own bodies satisfactorily so other women can not rate them lower thus damaging their self esteem.


Reference: Jounghwa Choi, Glenn Leshner, and Yoonhyeung Choi. "Third-Person Effects of Idealized Body Image in Magazine Advertisements" in American Behavioral Scientist. (Eds) Sage Publications, 2008.