In Naomi Wolf’s novel, The Beauty Myth, she discusses how
images of beauty in the media are used against women. Through the media, the beauty myth enforces the
idea that to achieve “flawless beauty,” is to have a thin physique. Wolf
also talks about how the modern woman has more freedom and power than ever
before and that this successful woman has put fear into male-dominated institutions.
After the Industrial Revolution, technology improved and advertisements were
able to be mass-produced. The media has created a false image of what they
believe women are to look like.
Wolf discusses the
differences between a female model and an average American woman. The article
states, “the weight of fashion models plummeted
to 23 percent below that of ordinary women,” which has led to a rise in eating
disorders. The average American woman weighs about 160 pounds and stands at
about 5’4” tall. The average model in fashion advertisements weights about 130
pounds and stands at about 5’10” tall.
The
female models in fashion advertising are usually seen as sex objects. They use
their bodies to attract attention and tend to make the female reader feel bad
about themselves. After seeing these perfect, but usually photo shopped or
airbrushed advertisements, women become self-conscious. Introduction to the beauty
myth begins at a young age. Barbie is an example of this myth because young
girls grow up playing with Barbie dolls and they become acquainted with this ideal
tall, thin and blonde image. A beautiful, plus-sized model, that many women
look up to and idolize, modeled in a photo shoot to argue the beauty myth. She
is seen with plastic surgeon’s dotted lines all over her body to show what would
need to be cut away to have the body of a Barbie doll.
Victoria’s
Secret models are another obvious example of how the media displays this myth.
Victoria’s Secret has become a major fashion industry that now appeals to girls
of younger ages. The models are called “Angels,” and the models have a very
similar image to that of a Barbie doll. The models are shown as confident,
tall, thin and feminine women. The text on one Victoria’s Secret advertisement says,
“No one’s perfect. Until now.” The brand is creating the idea that women who
wear their new “Perfect One” bra are perfect.
Another
advertisement has text in small print that says, “nothing to hide.” Six models
are lined up wearing only stiletto heels and black gloves. They are also
covered in diamond necklaces, rings, earrings and bracelets. Each of their hair
is the same length and looks as if it is blowing in the wind. Most of the
models have very seductive facial expressions. The women are nude, but covering
themselves with their arms and legs. This shows how female models can be used
as sex objects.
Fashion
advertisement portrays images of what they believe to be the ideal woman. Of course
most women would love to look like these models, and although these
advertisements make women self-conscious and can lead to self-hate, but I believe they
can also give women hope and determination.