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Eva Rahman
4 Country Squire Lane
Princeton Junction, New Jersey, 08550
April 29, 2015
Cynthia Leive
Glamor Magazine Editor in Chief
4 Times Square Fl 22
New York, NY 10036-6518
Re: Advertisements that Celebrate the Actions of Women Rather Than Their Appearances.
Dear Ms.Leive,
Thank you for attending the presentation of my proposal for combating the rise of psychological
illnesses among young women due to the objectification of women in the media. This attachment
shows why the objectification of women is so harmful and what can be done to combat the
damaging effects that result from this objectification. As the editor-in-chief of one of the most
popular women’s magazines in America, you must be aware of the influence the media can have
on women’s lives, especially their self-esteem and mental well-being. I am aware that your
magazine celebrates women and believe it is in your best interest to implement advertisements
that have a healthier, more positive representation of women.
Advertisements within magazines often have a limited scope when representing women and
often include the sexualization and commodification of girlhood. As most advertisements place a
heavy emphasis on physical appearance, many women began to internalize this message and
become dissatisfied with their own bodies. This body dissatisfaction can trigger many severe
mental illnesses, such as depression, self-harm, and eating disorders. Additionally, the number of
women suffering from mental illnesses that have been triggered by the media is rising at an
almost constant rate every decade. If no action is taken, these numbers could become
staggeringly high, leading to an epidemic.
To address this very serious issue, I have incorporated the success of advertisements that
celebrate women with the success of clinical treatment to produce a series of advertisements that
celebrate the actions of women rather than their appearances. Should you have any questions or
would like to meet with me in person, please feel free to contact me by email at
londoneve93@yahoo.com or by phone at 814-331-8036. Thank you for your time and
consideration. I look forward to hearing from you.
Sincerely,
Eva Rahman
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Implementing Advertisements that Celebrate the Actions of Women
Rather Than Their Appearances
Submitted by: Eva Rahman
Submitted to: Cynthia Leive
Glamor Magazine Editor in Chief
4 Times Square Fl 22
New York, NY 10036-6518
April 29, 2015
Scientific and Technical Writing
Professor Jerald Goldstein
3
Abstract
Sexualized images of women in the media have created a mental health crisis among young
women, as evidenced by the increasing levels of depression, self-harm, and eating disorders.
Beauty and fashion magazines significantly impact the process of identity development in young
women, especially with regards to gender-role learning, identity formation, and the development
of values and belief. Fashion magazines objectify women in different ways than other forms of
media do, as they often teach their readers what is ideal in terms of beauty and style. Because
magazines can be so influential to young women, manifesting unhealthy messages and images
from the media can cause these women to become dissatisfied with their own bodies. This body
dissatisfaction can trigger various mental illnesses. Studies show that 73% of teenage girls who
abused diet pills and 79% of teenage girls who self-purged frequently read fashion magazines,
while 35% of those who diet pathologically develop depression. Furthermore, a longitudinal
study concluded that the more an adolescent is exposed to objectifying images in the media, the
higher her chances of developing depression.
This project proposal aims to decrease the negative consequences of the media by implementing
advertisements that celebrate the actions of women rather than their appearances. Producing an
advertisement that emphasizes the actions of women rather than their appearances would lead to
an increase in self-esteem, which would hinder a chain reaction of events that lead to mental
illnesses. This proposal draws inspiration from successful advertisements that celebrated women
rather than objectified them, as well as clinical treatments that proved successful for patients
with eating disorders. The success of these models prove that a positive representation of women
in the media can hinder a chain reaction of unhealthy behavior that can lead to the development
of mental illnesses such as depression, eating disorders, and self-harm.
4
Table of Contents
Abstract…………………………………………………………… i
Table of Contents ………………………………………………… ii
Table of Figures…………………………………………. ii
Introduction …………………………………………………… 1
Messages from the Media ………………………… ….1
Unrealistic Ideals………………………………………2
Internalizing Messages from the Media……………… 3
Literature Review ………………………………………….. ..5
Chain Reaction of the Media…………………………5
Empowering Advertisements………………….......... 6
Clinical Treatment……………………………………7
Plan ………………………………………………………..… 9
Plan Details……………………………………..……. 9
Overview………………………………………….….. 9
Budget…………………………………………………...……. 9
Budget Details ………………………………… ……10
Justification………………………………………….. 10
Discussion ……………………………………………………. 11
References ……………………………………………………. 12
Table of Figures
Figure 1: Standardized estimates for all significant paths and percentage of variance explained
for media body comparison and body dissatisfaction…………………………… 4
Figure 2: Proposed model showing all possible paths, with media body comparison partially
mediating relationships between sociocultural factors, psychological variables and BMI, and
body dissatisfaction……………………………………………………… 5
5
Figure 3: Number of admissions and patients with eating disorders…………………. 6
Figure 4: Decrease in Body Dissatisfaction with Controlled Body Surveillance………. 8
6
Introduction
Messages fromthe Media
Objectification involves a view of the female body that reduces the value of a woman to that of
an object (Erchuell, 2013). Representations of women in the media have a limited scope,
featuring product advertisements that often include the sexualization and commodification of
girlhood. Furthermore, women in advertisements are often represented as objects of sexual desire
that have no emotion or power, as shown in the images below. It has been suggested that the
media is a primary way through which objectifying culture spreads by portraying women’s
bodies in objectified and sexualized manners (Erchuell, 2013). In a society, such as the United
States, which is largely based on appearance, women are taught that how their bodies look may
be more important than their emotional state or physical capabilities (Field, 1999).
Source: Google Images
Magazines often “teach” women how to look and behave while placing heavy emphasis on
physical appearance. As the images ahead demonstrate, the recurring themes of most fashion
magazines are attaining the latest trends, weight loss, and tips on how to “improve” one’s
appearance. This emphasis promotes the message that the most important aspect of a woman’s
life is her physical appearance. Although the print media publishes articles on the deleterious
effects of severe dieting, bulimic behaviors, and maintaining a very low body weight, the articles
frequently are included in the same issue as pictures of excessively thin models (Field, 1999). It
is likely that these pictures undermine the potential beneficial effect of the articles, as opposed to
lessen the detrimental impact of the photos (1999). Ultimately, women are socialized to evaluate
themselves based on their bodies and outer appearances. Moreover, young women are constantly
exposed to this message directly and indirectly as negative images of women are prevalent in
virtually every form of media.
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Source: Google Images
Unrealistic Ideals
In addition to perpetuating the idea that physical beauty is a fundamental aspect of life for
women, advertisements in fashion magazines often use models that are not representative of the
average American woman. The ideal of beauty promoted by the media is not attainable to most
women in America. From the perspective of the mass media, thinness is idealized and expected
for women to be considered "attractive." (Serdar, 2004). One content analysis of 69 American
women magazines revealed that 94% displayed an image of a thin-idealized model or celebrity
on the cover (Harper, 2007). By failing to present a diverse range of body types, fashion
magazines promote thinness as both the desired, and more insidiously, the prevailing norm for
women (2007). Ultra-thin models are so prominent that exposure to them becomes unavoidable
and 'chronic', constantly reinforcing a discrepancy for most women and girls between their actual
size and the ideal body (2004). As seen in the images below, most models working in the fashion
industry and featured in print advertisements are severely underweight. The average American
fashion model weighs 117 lbs. and is 5’11 while the average U.S. woman weighs 140 lbs. and is
5’4 (Radar Programs, 2015). According to the World Health Organization, a woman with a body
mass index below 17 kg/m2, the equivalent of a woman 165.24 cm (5 ft. 6 in) tall weighing less
than 47.25 kg (105 lb.), is severely underweight (Field, 1999). In fact, the majority of U.S.
models meet the Body Mass Index (BMI) criteria considered to be anorexic (2015). The
promotion of this body type as the ideal can be extremely detrimental to women who are exposed
to these images. Mass media's use of such unrealistic models sends an implicit message that in
order for a woman to be considered beautiful, she must be unhealthy (Fitzsimmons, 2012).
These unrealistic images may serve as mechanisms that enable women to assess their standing
relative to the thin ideal (Fitzsimmons, 2012).
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Source: Google Images
In recent years, women's body sizes have grown larger while societal standards of body shape
have become much thinner (2004). This discrepancy has made it increasingly difficult for most
women to achieve the current sociocultural "ideal" (2004).This discrepancy can self-esteem
problems in women, which can lead to psychological illnesses. Furthermore, there is a lack of
diversity in media outlets. Almost 80% (79.4%) of American models are Caucasian (Radar
Programs, 2015). Images in advertisements usually portray the "ideal woman" as tall, white, and
thin, with a "tubular" body, and blonde hair (2004). Constant exposure to such images and body
types can cause internalization of the ideal, which can lead to the development of unhealthy
behaviors in many women.
Internalizing Messagesfrom the Media
Research has repeatedly shown that constant exposure to thin models fosters body image
concerns and disordered eating in many females (Van der Berg, 2007). Almost all forms of the
media contain unrealistic images, and the negative effects of such idealistic portrayals have been
demonstrated in numerous studies. Strong correlational evidence from both North American and
Australian samples supports this link between exposure to fashion magazines and body image
(2007). It is not just exposure to objectifying media, but internalization of the objectifying
messages from the media, as indicated by research conducted in the United States, that may
cause women to self-objectify (Erchuell, 2013). Research has shown that internalization of
images occurs from constant, repeated exposure to certain images, which leads to body
surveillance, or repeatedly checking and comparing one’s body to media images (Fitzsimons,
2012). As seen in the first figure, factors such as self-esteem, magazine exposure, and depressive
mood are directly correlated to media body comparison, which is directly correlated to body
dissatisfaction. Because women are taught to believe that a certain body type is the ideal through
reinforcement in the media, they start to become dissatisfied with their own bodies and begin to
try to change their appearances (Thompson, Tantleff-Dunn, & Calogero, 2011). Body
dissatisfaction can be the trigger for many psychological illnesses. A substantial research
literature now attests to the negative distress caused by body dissatisfaction in females, as well as
its association with low self-esteem and depressive symptoms and the development of unhealthy
9
dieting behaviors and disordered eating (Van den Berg, 2007).Once an unhealthy body image
has been internalized, young women and girls often fall into a vicious cycle of dieting and
purging, which leads to eating disorders and depression (Vandenbosch, 2012).
Figure 1. Standardized estimates for all significant paths and percentage of variance
explained for media body comparison and body dissatisfaction.
Source: Van Den Berg,Patricia, Susan J. Paxton, Helene Keery, Melanie Wall, Jia Guo, and
Dianne Neumark-Sztainera. "Body Dissatisfaction and Body Comparison with Media Images in
Males and Females."
Research has also shown that popular culture exerts influence on girls' weight control beliefs and
behaviors (1999). Media images of women make it difficult for individuals to hold an
internalized ideal body that is realistic and attainable. One study showed that the more effort a
girl reported that she made to look like females in magazines, the higher her risk of beginning to
use vomiting or laxatives to control her weight (1999). Low self-esteem and depressive mood
were also associated with more frequent media body comparison in females, suggesting that
negative affect may encourage a search for information about the self, relative to others (Van den
Berg, 2007). Researchers have found that body dissatisfaction is correlated with other forms of
psychological impairment. As seen in the second figure, the internalization of media images is
correlated with body surveillance and shame, which leads to depressive symptomology,
dissociation, and self-harm. This figure also indicates that body surveillance has the highest
correlation with depressive symptomology and self-harm, indicating that body surveillance
caused by the media may be the trigger for developing psychological illnesses. Not surprisingly,
disturbed body image is one of the main precursors for disordered eating and dieting in
adolescent and young adult girls (Serdar, 2004).
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Figure 2: Proposed model showing all possible paths, with media body comparison
partially mediating relationships between sociocultural factors, psychological variables and
BMI, and body dissatisfaction.
Source: Van Den Berg,Patricia, Susan J. Paxton, Helene Keery, Melanie Wall, Jia Guo, and
Dianne Neumark-Sztainera. "Body Dissatisfaction and Body Comparison with Media Images in
Males and Females."
Thus, internalizing images from the media is a precursor to behaviors that lead to the
development of depression, self-harm, and eating disorders. Harboring an unhealthy body image
is the first step in a series of behaviors that can lead to various psychological problems.
Literature Review
Chain Reactionof the Media
Images from the media cause women to harbor an unhealthy body image, a trigger for
psychological illnesses such as self-harm, eating disorders, and depression. These illnesses often
result from a chain reaction triggered by messages promoted in the media. A poor body image
often leads to dieting and purging, which leads to eating disorders, which can then lead to
depression and self-harm. Viewing fashion magazines has been found to predict body
dissatisfaction, drive for thinness and eating disorder symptomology (Van den Berg, 2007).
Research also concludes that the more a young woman is exposed to images in the media, the
higher her chances of developing eating disorders and depression (Vandenbosch, 2012). This is
disturbing, as findings of one study indicate that 83% of teenage girls reported reading fashion
magazines for about 4.3 hours each week (Serdar, 2004). This relationship has been found to be
mediated by a number of other factors, including restrained eating and thin-ideal internalization.
Research has found that frequent magazine reading was consistently correlated with higher levels
of body dissatisfaction and disturbed eating (2004). The study also found that women who read
fashion magazines displayed higher levels of thin-ideal internalization, which is a powerful risk
factor for development of weight anxiety and disordered eating patterns (2004). In addition,
11
experimental research has revealed a causal relationship between brief magazine exposure and
immediate body image in women (2007). Meta-analysis of this experimental research concluded
that women who viewed images of thin models consistently reported poorer body image
outcomes than participants who viewed images of average weight models, plus-size models, or
neutral objects (2007). Effects were observed on body dissatisfaction, negative mood, and self-
perception of. Additionally, the prevalence of anorexia and bulimia among women aged 15-25
increases roughly 6% each decade (Thompson, 2011). The figure below shows the number of
patients admitted with eating disorders steadily increasing in one decade, from the years 2001 to
2011.
Figure 3: Number of admissions and patients with eating disorders
Source: Thompson, J. K., Tantleff-Dunn, S., & Calogero, R. M. (2011). Self-objectification in
women.
Moreover, according to a recent longitudinal study conducted at the University of Florida, 85%
of women aged 18-35 frequently read fashion magazines (2015). 95% of these women admitted
to dieting in order to achieve the “ideal” body shape that these magazines promote. Of these
women, about 25% progressed to partial or full symptom eating disorders, while 50% of these
individuals progressed to depression (2012). Furthermore, 35% of individuals who developed
full symptom eating disorders also developed clinical depression (2012).
Empowering Advertisements
Some companies have tried to combat this problem by producing empowering ads.
Advertisements that empower women are a success both in the marketing industry and in
increasing the self-esteem of young women. Many companies have now adopted “pro female”
messaging within their advertisements and statistics show that ads that celebrate women and girls
rather than objectify them have become wildly popular (Bahudar, 2014). An ad for Under
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Armour's new "I Will What I Want" campaign celebrates the accomplishments of ballerina Misty
Copeland, who was told she had the "wrong body" for ballet. Dove's "Real Beauty Sketches" told
women they are more beautiful than they think, and Always' #LikeAGirl campaign showed the
damaging stereotypes associated with being female (2014). These advertisements, shown below,
were well-received: 51 percent of women polled pro-female ads because they believe they break
down gender-equality barriers, and 71 percent of respondents think brands should be responsible
for using advertising to promote positive messages to women and girls (2014). The survey also
showed that pro female advertisements pay off for brands: 52 percent of women polled had
purchased a product because they liked the way the ads portrayed women (2014). Research
indicates that these ads have helped improve the self-esteem of women, as the reports of body
dissatisfaction decreased by 6% since the introduction of these empowering advertisements
(2014). These advertisements have also affected sales: Dove sales jumped from $2.5 billion to
$4 billion since the launch of its Campaign for Real Beauty, and sales from Getty Images' Lean
In Collection have grown 66 percent since February 2014 (2014). However, the success of some
of these ads led to controversy, as many pro female advertisements still reinforce the idea that a
woman’s appearance is the most important factor in her life, thus continuing to promote body
surveillance.
Source: Bahudar, Nina. (Oct.3rd,2014). 'Femvertising' Ads Are Empowering Women --And
Making Money For Brands.
Clinical Treatment
Success in clinical settings also demonstrate that highlighting the rate of body surveillance
(persistently surveying one’s body) can be an effective cognitive behavioral therapy for eating
disorders (Fitzsimmons, 2012). The relationship between body surveillance and dissociation is
important for clinicians to understand (Erchuell, 2013). Body checking, or persistently surveying
one's body (e.g., touching one's collar bones to determine the bones’ prominence) is
conceptualized as a form of body surveillance and has been suggested as an important focus in
cognitive-behavioral therapy for eating disorders (Fitzsimmons, 2012). When a woman takes a
third person perspective on her body, she must actually step out of her body which puts her at
13
risk for feelings of dissociation and the negative consequences of dissociative experiences
(Erchuell, 2013). Many individuals engaging in body checking may not disclose these behaviors
to clinicians or even notice their repeated checking, as many women have been socialized to
assume monitoring and enhancing their physical appearance is natural (2012). Thus, building
awareness of these surveillance behaviors through self-monitoring as well as structuring
cognitive and behavioral change of these behaviors may help halt the translation of thin ideal
internalization into body dissatisfaction. Decreasing surveillance behaviors may facilitate an
individual's conceptualization of her body as an instrument of function rather than her body as an
object not meeting her internalized, idealized standards (2012).These trials show that awareness
of body surveillance halts the internalization of media images. As demonstrated in the figure
below, body dissatisfaction among patients decreased once the rate of body surveillance was
controlled with intervention. The severity of the mental and physical health consequences of
eating disorders, coupled with the fact that they are difficult to treat, suggests that the emphasis
should be placed on prevention (2013). Furthermore, clinicians that assisted women in
developing the tools they need to fight the internalization of these media ideals and, the
subsequent experience of self- objectification, helped relieve symptoms of dissociation,
depression, and self-harm (2013). Thus, the less a woman assesses her own body, the lower her
chances are of developing an eating disorder or depression.
Figure 4: Decrease in Body Dissatisfaction with Controlled Body Surveillance
Source: Fitzsimmons-Craft, E. E., Harney, M. B., Koehler, L. G., Danzi, L. E., Riddell, M. K., &
Bardone-Cone, A. M. (2012). Explaining the relation between thin ideal internalization and body
dissatisfaction among college women: The roles of social comparison and body surveillance. Body
Image, 943-49
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Plan Details
This proposal aims to produce an advertisement that promotes the actions of women rather than
their appearances. Advertisements emphasizing the actions of women will simultaneously
decrease the likelihood of psychological illnesses and increase sales revenue among women.
Most ads are dangerous because they promote the idea that a woman’s purpose is to be
physically attractive. An ad that promotes women’s actions would decrease body surveillance,
thus hindering the development of psychological illnesses caused by the media. This would teach
women that they are not objects, which would lead to the internalization of actions rather than
appearances. An advertisement that shows that women are capable of more than being physically
attractive can have multiple benefits, as it would simultaneously decrease the likelihood of
psychological illnesses and increase sales revenue among women.
Overview
This advertisement will feature “average” women who are not professional models. The use of
women that have more realistic and attainable body types may hinder the internalization of the
thin ideal, which, as discussed in the introduction, is the precursor to body dissatisfaction that
leads to various psychological disorders. According to one study, to make eating disorder
prevention programs more effective, efforts should be made to persuade the television, movie,
and magazine industries to employ more models and actresses whose weight could be described
as healthy, not underweight (Field, 1999). Therefore, the use of women with healthy bodies
could prevent the development of unhealthy behaviors that lead to eating disorders and self-
harm.
In addition having more realistic body types, the women in this advertisement will be shown
participating in an activity, instead of standing or lying idly as sexual objects as most women in
advertisements do. The success of the Like a Girl campaign shows that advertisements that
celebrate the actions of women are successful both monetarily and psychologically among
women. Having the women engaging in activity will promote the idea that physical beauty is not
a fundamental in a woman’s life, showing that actions are more important that physical
appearances. This emphasis on actions rather than appearances could also decrease the rate of
body surveillance, which may decrease the likelihood of body dissatisfaction.
Budget
The following budget details the cost of producing a full page advertisement in a popular
magazine (roughly 2 million subscribers). The budget may vary depending on the number of
subscribers the magazine has and on the size, color, and placement of the advertisement. Full
page advertisements in the front of the magazine tend to be the most expensive to produce, while
those placed in the middle or back of the magazine tend to be less expensive.
15
Budget Details
Advertisement
Space: One full page: $25,414
Placement: Middle of magazine: $20,089
Color: $12,800
Production
Design: $20,313
Equipment: $19,300
Staff salaries:
Producer: $6,200
Professional Photographer: $5,000
Models (2): $500 each
Assistants (2): $500 each
Total Cost: $104,816 per ad
Justification
1. Advertisement
• The price of a print advertisement varies depending on the number of subscribers the
print media holds, the size and placement of the ad, and the color of the ad. Because this
advertisement is intended to be published in Glamour magazine, which has an average of 2
million subscribers, the price of the ad space is much higher than that of a space in a less popular
magazine. The placement of the advertisement also varies in price. It is more expensive to place
an advertisement in the front of a magazine, while it is less expensive to place an ad in the back
of the magazine. An advertisement in the middle of the magazine would be seen by many
readers, as a content analysis of fashion magazines found that the main articles, what most
readers view, are often placed in the middle of the magazines.
2. Production
• The price of the production includes the photoshoot location, payments for energy and
utility equipment, such as cameras, lighting, and tripods, and equipment maintenance.
16
3. Staff salaries
• Shoot producers make an average of $6000 per shoot and professional photographers
charge $2000-$5000 per shoot. Most photographers also require the help of assistants to direct
the models and keep the shoot running in an organized fashion. Because professional models will
not be used, the price of hiring women representative of most American women is significantly
lower.
Discussion
Objectifying images of women in the media can directly affect the mental well-being of young
women who are exposed to these images. Not only are these images promoting an unrealistic
representation of women among the general population, but they are physically manifesting
themselves as psychological illnesses that can have damaging and lasting effects. The rates of
depression and eating disorders among young women can be linked to the unhealthy images of
women portrayed in fashion magazines and other forms of media.
I believe that producing an advertisement that focuses on the actions of women and does not
place such a heavy emphasis on physical appearance will have many positive results. Producing
such an advertisement would teach young women that being physically attractive is not to a
fundamental aspect of life, which would lead to a decrease in the rate of body surveillance. A
decrease in body surveillance would hinder a chain reaction of unhealthy behaviors caused by
poor body image, which can lead to eating disorders, depression, and self-harm. Advertisements
that decrease the emphasis of the physical appearance of women will lead to young women
manifest healthy views on the role of women. Internalizing actions rather than appearances can
lead women to have a higher self-esteem, which will decrease the likelihood of developing
behaviors that could lead to depression, eating disorders, and self-harm.
17
References
Bahudar, Nina. (Oct.3rd,2014). 'Femvertising' Ads Are Empowering Women --And Making
Money For Brands. HuffingtonPost.com Retrieved Feb 16, 2015, from
http://www.huffingtonpost.com/2014/10/02/femvertising-advertising-empowering-
women_n_5921000.html
Brinkman, B. G., Khan, A., Jedinak, A., & Vetere, L. (2015). College women’s reflections on
media representations of empowerment. Psychology Of Popular Media
Culture, 4(1), 2- 17.
Erchull, M. J., Liss, M., & Lichiello, S. (2013). Extending the Negative Consequences of Media
Internalization and Self-Objectification to Dissociation and Self-Harm. Sex
Roles, 69(11/12), 583.
Field AE, Camargo CA, Jr, Taylor C, Berkey CS, Colditz GA. Relation of Peer and Media
Influences to the Development of Purging Behaviors Among Preadolescent and
Adolescent Girls. Arch Pediatric Adolescent Med. 1999; 153(11):1184-1189.
Fitzsimmons-Craft, E. E., Harney, M. B., Koehler, L. G., Danzi, L. E., Riddell, M. K., &
Bardone-Cone, A. M. (2012). Explaining the relation between thin ideal internalization
and body dissatisfaction among college women: The roles of social comparison and
body surveillance. Body Image, 943-49
Harper, Brit, and Tiggemann ,Marika. "The Effect of Thin Ideal Media Images on Women's Self-
Objectification, Mood, and Body Image." Sex Roles 58 (2008): 649-57. SpringerLink.
Springer Science-Business Media, 16 Dec. 2007. Web. 22 Apr. 2015.
18
Radar Programs (2015). Eating Disorders and the Media, Media Influence
http://www.raderprograms.com/causes-statistics/media-eating-disorders.html
Serdar, Kasey L. Female Body Image and the Mass Media: Perspectives on How Women
Internalize the Ideal Beauty Standard, 2004, Myriad, Westminster Home. Web April 16,
2015
Spettigue, W., & Henderson, K. A. (2004). Eating Disorders and the Role of the Media.
Canadian Child and Adolescent Psychiatry Review, 13(1), 16–19
http://archpsyc.jamanetwork.com/article.aspx?articleid=210196
Thompson, J. K., Tantleff-Dunn, S., & Calogero, R. M. (2011). Self-objectification in women.
Van Den Berg, Patricia, Susan J. Paxton, Helene Keery, Melanie Wall, Jia Guo, and Dianne
Neumark-Sztainera. "Body Dissatisfaction and Body Comparison with Media Images in
Males and Females." Body Image 4.3 (2007): 257-68. ScinceDirect. Web. 15 Apr. 2015.
Vandenbosch, L., & Eggermont, S. (2012). Understanding Sexual Objectification: A
Comprehensive Approach Toward Media Exposure and Girls'
Internalization of Beauty Ideals, Self-Objectification, and Body
Surveillance. Journal Of Communication, 62(5).

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  • 1. 1 Eva Rahman 4 Country Squire Lane Princeton Junction, New Jersey, 08550 April 29, 2015 Cynthia Leive Glamor Magazine Editor in Chief 4 Times Square Fl 22 New York, NY 10036-6518 Re: Advertisements that Celebrate the Actions of Women Rather Than Their Appearances. Dear Ms.Leive, Thank you for attending the presentation of my proposal for combating the rise of psychological illnesses among young women due to the objectification of women in the media. This attachment shows why the objectification of women is so harmful and what can be done to combat the damaging effects that result from this objectification. As the editor-in-chief of one of the most popular women’s magazines in America, you must be aware of the influence the media can have on women’s lives, especially their self-esteem and mental well-being. I am aware that your magazine celebrates women and believe it is in your best interest to implement advertisements that have a healthier, more positive representation of women. Advertisements within magazines often have a limited scope when representing women and often include the sexualization and commodification of girlhood. As most advertisements place a heavy emphasis on physical appearance, many women began to internalize this message and become dissatisfied with their own bodies. This body dissatisfaction can trigger many severe mental illnesses, such as depression, self-harm, and eating disorders. Additionally, the number of women suffering from mental illnesses that have been triggered by the media is rising at an almost constant rate every decade. If no action is taken, these numbers could become staggeringly high, leading to an epidemic. To address this very serious issue, I have incorporated the success of advertisements that celebrate women with the success of clinical treatment to produce a series of advertisements that celebrate the actions of women rather than their appearances. Should you have any questions or would like to meet with me in person, please feel free to contact me by email at londoneve93@yahoo.com or by phone at 814-331-8036. Thank you for your time and consideration. I look forward to hearing from you. Sincerely, Eva Rahman
  • 2. 2 Implementing Advertisements that Celebrate the Actions of Women Rather Than Their Appearances Submitted by: Eva Rahman Submitted to: Cynthia Leive Glamor Magazine Editor in Chief 4 Times Square Fl 22 New York, NY 10036-6518 April 29, 2015 Scientific and Technical Writing Professor Jerald Goldstein
  • 3. 3 Abstract Sexualized images of women in the media have created a mental health crisis among young women, as evidenced by the increasing levels of depression, self-harm, and eating disorders. Beauty and fashion magazines significantly impact the process of identity development in young women, especially with regards to gender-role learning, identity formation, and the development of values and belief. Fashion magazines objectify women in different ways than other forms of media do, as they often teach their readers what is ideal in terms of beauty and style. Because magazines can be so influential to young women, manifesting unhealthy messages and images from the media can cause these women to become dissatisfied with their own bodies. This body dissatisfaction can trigger various mental illnesses. Studies show that 73% of teenage girls who abused diet pills and 79% of teenage girls who self-purged frequently read fashion magazines, while 35% of those who diet pathologically develop depression. Furthermore, a longitudinal study concluded that the more an adolescent is exposed to objectifying images in the media, the higher her chances of developing depression. This project proposal aims to decrease the negative consequences of the media by implementing advertisements that celebrate the actions of women rather than their appearances. Producing an advertisement that emphasizes the actions of women rather than their appearances would lead to an increase in self-esteem, which would hinder a chain reaction of events that lead to mental illnesses. This proposal draws inspiration from successful advertisements that celebrated women rather than objectified them, as well as clinical treatments that proved successful for patients with eating disorders. The success of these models prove that a positive representation of women in the media can hinder a chain reaction of unhealthy behavior that can lead to the development of mental illnesses such as depression, eating disorders, and self-harm.
  • 4. 4 Table of Contents Abstract…………………………………………………………… i Table of Contents ………………………………………………… ii Table of Figures…………………………………………. ii Introduction …………………………………………………… 1 Messages from the Media ………………………… ….1 Unrealistic Ideals………………………………………2 Internalizing Messages from the Media……………… 3 Literature Review ………………………………………….. ..5 Chain Reaction of the Media…………………………5 Empowering Advertisements………………….......... 6 Clinical Treatment……………………………………7 Plan ………………………………………………………..… 9 Plan Details……………………………………..……. 9 Overview………………………………………….….. 9 Budget…………………………………………………...……. 9 Budget Details ………………………………… ……10 Justification………………………………………….. 10 Discussion ……………………………………………………. 11 References ……………………………………………………. 12 Table of Figures Figure 1: Standardized estimates for all significant paths and percentage of variance explained for media body comparison and body dissatisfaction…………………………… 4 Figure 2: Proposed model showing all possible paths, with media body comparison partially mediating relationships between sociocultural factors, psychological variables and BMI, and body dissatisfaction……………………………………………………… 5
  • 5. 5 Figure 3: Number of admissions and patients with eating disorders…………………. 6 Figure 4: Decrease in Body Dissatisfaction with Controlled Body Surveillance………. 8
  • 6. 6 Introduction Messages fromthe Media Objectification involves a view of the female body that reduces the value of a woman to that of an object (Erchuell, 2013). Representations of women in the media have a limited scope, featuring product advertisements that often include the sexualization and commodification of girlhood. Furthermore, women in advertisements are often represented as objects of sexual desire that have no emotion or power, as shown in the images below. It has been suggested that the media is a primary way through which objectifying culture spreads by portraying women’s bodies in objectified and sexualized manners (Erchuell, 2013). In a society, such as the United States, which is largely based on appearance, women are taught that how their bodies look may be more important than their emotional state or physical capabilities (Field, 1999). Source: Google Images Magazines often “teach” women how to look and behave while placing heavy emphasis on physical appearance. As the images ahead demonstrate, the recurring themes of most fashion magazines are attaining the latest trends, weight loss, and tips on how to “improve” one’s appearance. This emphasis promotes the message that the most important aspect of a woman’s life is her physical appearance. Although the print media publishes articles on the deleterious effects of severe dieting, bulimic behaviors, and maintaining a very low body weight, the articles frequently are included in the same issue as pictures of excessively thin models (Field, 1999). It is likely that these pictures undermine the potential beneficial effect of the articles, as opposed to lessen the detrimental impact of the photos (1999). Ultimately, women are socialized to evaluate themselves based on their bodies and outer appearances. Moreover, young women are constantly exposed to this message directly and indirectly as negative images of women are prevalent in virtually every form of media.
  • 7. 7 Source: Google Images Unrealistic Ideals In addition to perpetuating the idea that physical beauty is a fundamental aspect of life for women, advertisements in fashion magazines often use models that are not representative of the average American woman. The ideal of beauty promoted by the media is not attainable to most women in America. From the perspective of the mass media, thinness is idealized and expected for women to be considered "attractive." (Serdar, 2004). One content analysis of 69 American women magazines revealed that 94% displayed an image of a thin-idealized model or celebrity on the cover (Harper, 2007). By failing to present a diverse range of body types, fashion magazines promote thinness as both the desired, and more insidiously, the prevailing norm for women (2007). Ultra-thin models are so prominent that exposure to them becomes unavoidable and 'chronic', constantly reinforcing a discrepancy for most women and girls between their actual size and the ideal body (2004). As seen in the images below, most models working in the fashion industry and featured in print advertisements are severely underweight. The average American fashion model weighs 117 lbs. and is 5’11 while the average U.S. woman weighs 140 lbs. and is 5’4 (Radar Programs, 2015). According to the World Health Organization, a woman with a body mass index below 17 kg/m2, the equivalent of a woman 165.24 cm (5 ft. 6 in) tall weighing less than 47.25 kg (105 lb.), is severely underweight (Field, 1999). In fact, the majority of U.S. models meet the Body Mass Index (BMI) criteria considered to be anorexic (2015). The promotion of this body type as the ideal can be extremely detrimental to women who are exposed to these images. Mass media's use of such unrealistic models sends an implicit message that in order for a woman to be considered beautiful, she must be unhealthy (Fitzsimmons, 2012). These unrealistic images may serve as mechanisms that enable women to assess their standing relative to the thin ideal (Fitzsimmons, 2012).
  • 8. 8 Source: Google Images In recent years, women's body sizes have grown larger while societal standards of body shape have become much thinner (2004). This discrepancy has made it increasingly difficult for most women to achieve the current sociocultural "ideal" (2004).This discrepancy can self-esteem problems in women, which can lead to psychological illnesses. Furthermore, there is a lack of diversity in media outlets. Almost 80% (79.4%) of American models are Caucasian (Radar Programs, 2015). Images in advertisements usually portray the "ideal woman" as tall, white, and thin, with a "tubular" body, and blonde hair (2004). Constant exposure to such images and body types can cause internalization of the ideal, which can lead to the development of unhealthy behaviors in many women. Internalizing Messagesfrom the Media Research has repeatedly shown that constant exposure to thin models fosters body image concerns and disordered eating in many females (Van der Berg, 2007). Almost all forms of the media contain unrealistic images, and the negative effects of such idealistic portrayals have been demonstrated in numerous studies. Strong correlational evidence from both North American and Australian samples supports this link between exposure to fashion magazines and body image (2007). It is not just exposure to objectifying media, but internalization of the objectifying messages from the media, as indicated by research conducted in the United States, that may cause women to self-objectify (Erchuell, 2013). Research has shown that internalization of images occurs from constant, repeated exposure to certain images, which leads to body surveillance, or repeatedly checking and comparing one’s body to media images (Fitzsimons, 2012). As seen in the first figure, factors such as self-esteem, magazine exposure, and depressive mood are directly correlated to media body comparison, which is directly correlated to body dissatisfaction. Because women are taught to believe that a certain body type is the ideal through reinforcement in the media, they start to become dissatisfied with their own bodies and begin to try to change their appearances (Thompson, Tantleff-Dunn, & Calogero, 2011). Body dissatisfaction can be the trigger for many psychological illnesses. A substantial research literature now attests to the negative distress caused by body dissatisfaction in females, as well as its association with low self-esteem and depressive symptoms and the development of unhealthy
  • 9. 9 dieting behaviors and disordered eating (Van den Berg, 2007).Once an unhealthy body image has been internalized, young women and girls often fall into a vicious cycle of dieting and purging, which leads to eating disorders and depression (Vandenbosch, 2012). Figure 1. Standardized estimates for all significant paths and percentage of variance explained for media body comparison and body dissatisfaction. Source: Van Den Berg,Patricia, Susan J. Paxton, Helene Keery, Melanie Wall, Jia Guo, and Dianne Neumark-Sztainera. "Body Dissatisfaction and Body Comparison with Media Images in Males and Females." Research has also shown that popular culture exerts influence on girls' weight control beliefs and behaviors (1999). Media images of women make it difficult for individuals to hold an internalized ideal body that is realistic and attainable. One study showed that the more effort a girl reported that she made to look like females in magazines, the higher her risk of beginning to use vomiting or laxatives to control her weight (1999). Low self-esteem and depressive mood were also associated with more frequent media body comparison in females, suggesting that negative affect may encourage a search for information about the self, relative to others (Van den Berg, 2007). Researchers have found that body dissatisfaction is correlated with other forms of psychological impairment. As seen in the second figure, the internalization of media images is correlated with body surveillance and shame, which leads to depressive symptomology, dissociation, and self-harm. This figure also indicates that body surveillance has the highest correlation with depressive symptomology and self-harm, indicating that body surveillance caused by the media may be the trigger for developing psychological illnesses. Not surprisingly, disturbed body image is one of the main precursors for disordered eating and dieting in adolescent and young adult girls (Serdar, 2004).
  • 10. 10 Figure 2: Proposed model showing all possible paths, with media body comparison partially mediating relationships between sociocultural factors, psychological variables and BMI, and body dissatisfaction. Source: Van Den Berg,Patricia, Susan J. Paxton, Helene Keery, Melanie Wall, Jia Guo, and Dianne Neumark-Sztainera. "Body Dissatisfaction and Body Comparison with Media Images in Males and Females." Thus, internalizing images from the media is a precursor to behaviors that lead to the development of depression, self-harm, and eating disorders. Harboring an unhealthy body image is the first step in a series of behaviors that can lead to various psychological problems. Literature Review Chain Reactionof the Media Images from the media cause women to harbor an unhealthy body image, a trigger for psychological illnesses such as self-harm, eating disorders, and depression. These illnesses often result from a chain reaction triggered by messages promoted in the media. A poor body image often leads to dieting and purging, which leads to eating disorders, which can then lead to depression and self-harm. Viewing fashion magazines has been found to predict body dissatisfaction, drive for thinness and eating disorder symptomology (Van den Berg, 2007). Research also concludes that the more a young woman is exposed to images in the media, the higher her chances of developing eating disorders and depression (Vandenbosch, 2012). This is disturbing, as findings of one study indicate that 83% of teenage girls reported reading fashion magazines for about 4.3 hours each week (Serdar, 2004). This relationship has been found to be mediated by a number of other factors, including restrained eating and thin-ideal internalization. Research has found that frequent magazine reading was consistently correlated with higher levels of body dissatisfaction and disturbed eating (2004). The study also found that women who read fashion magazines displayed higher levels of thin-ideal internalization, which is a powerful risk factor for development of weight anxiety and disordered eating patterns (2004). In addition,
  • 11. 11 experimental research has revealed a causal relationship between brief magazine exposure and immediate body image in women (2007). Meta-analysis of this experimental research concluded that women who viewed images of thin models consistently reported poorer body image outcomes than participants who viewed images of average weight models, plus-size models, or neutral objects (2007). Effects were observed on body dissatisfaction, negative mood, and self- perception of. Additionally, the prevalence of anorexia and bulimia among women aged 15-25 increases roughly 6% each decade (Thompson, 2011). The figure below shows the number of patients admitted with eating disorders steadily increasing in one decade, from the years 2001 to 2011. Figure 3: Number of admissions and patients with eating disorders Source: Thompson, J. K., Tantleff-Dunn, S., & Calogero, R. M. (2011). Self-objectification in women. Moreover, according to a recent longitudinal study conducted at the University of Florida, 85% of women aged 18-35 frequently read fashion magazines (2015). 95% of these women admitted to dieting in order to achieve the “ideal” body shape that these magazines promote. Of these women, about 25% progressed to partial or full symptom eating disorders, while 50% of these individuals progressed to depression (2012). Furthermore, 35% of individuals who developed full symptom eating disorders also developed clinical depression (2012). Empowering Advertisements Some companies have tried to combat this problem by producing empowering ads. Advertisements that empower women are a success both in the marketing industry and in increasing the self-esteem of young women. Many companies have now adopted “pro female” messaging within their advertisements and statistics show that ads that celebrate women and girls rather than objectify them have become wildly popular (Bahudar, 2014). An ad for Under
  • 12. 12 Armour's new "I Will What I Want" campaign celebrates the accomplishments of ballerina Misty Copeland, who was told she had the "wrong body" for ballet. Dove's "Real Beauty Sketches" told women they are more beautiful than they think, and Always' #LikeAGirl campaign showed the damaging stereotypes associated with being female (2014). These advertisements, shown below, were well-received: 51 percent of women polled pro-female ads because they believe they break down gender-equality barriers, and 71 percent of respondents think brands should be responsible for using advertising to promote positive messages to women and girls (2014). The survey also showed that pro female advertisements pay off for brands: 52 percent of women polled had purchased a product because they liked the way the ads portrayed women (2014). Research indicates that these ads have helped improve the self-esteem of women, as the reports of body dissatisfaction decreased by 6% since the introduction of these empowering advertisements (2014). These advertisements have also affected sales: Dove sales jumped from $2.5 billion to $4 billion since the launch of its Campaign for Real Beauty, and sales from Getty Images' Lean In Collection have grown 66 percent since February 2014 (2014). However, the success of some of these ads led to controversy, as many pro female advertisements still reinforce the idea that a woman’s appearance is the most important factor in her life, thus continuing to promote body surveillance. Source: Bahudar, Nina. (Oct.3rd,2014). 'Femvertising' Ads Are Empowering Women --And Making Money For Brands. Clinical Treatment Success in clinical settings also demonstrate that highlighting the rate of body surveillance (persistently surveying one’s body) can be an effective cognitive behavioral therapy for eating disorders (Fitzsimmons, 2012). The relationship between body surveillance and dissociation is important for clinicians to understand (Erchuell, 2013). Body checking, or persistently surveying one's body (e.g., touching one's collar bones to determine the bones’ prominence) is conceptualized as a form of body surveillance and has been suggested as an important focus in cognitive-behavioral therapy for eating disorders (Fitzsimmons, 2012). When a woman takes a third person perspective on her body, she must actually step out of her body which puts her at
  • 13. 13 risk for feelings of dissociation and the negative consequences of dissociative experiences (Erchuell, 2013). Many individuals engaging in body checking may not disclose these behaviors to clinicians or even notice their repeated checking, as many women have been socialized to assume monitoring and enhancing their physical appearance is natural (2012). Thus, building awareness of these surveillance behaviors through self-monitoring as well as structuring cognitive and behavioral change of these behaviors may help halt the translation of thin ideal internalization into body dissatisfaction. Decreasing surveillance behaviors may facilitate an individual's conceptualization of her body as an instrument of function rather than her body as an object not meeting her internalized, idealized standards (2012).These trials show that awareness of body surveillance halts the internalization of media images. As demonstrated in the figure below, body dissatisfaction among patients decreased once the rate of body surveillance was controlled with intervention. The severity of the mental and physical health consequences of eating disorders, coupled with the fact that they are difficult to treat, suggests that the emphasis should be placed on prevention (2013). Furthermore, clinicians that assisted women in developing the tools they need to fight the internalization of these media ideals and, the subsequent experience of self- objectification, helped relieve symptoms of dissociation, depression, and self-harm (2013). Thus, the less a woman assesses her own body, the lower her chances are of developing an eating disorder or depression. Figure 4: Decrease in Body Dissatisfaction with Controlled Body Surveillance Source: Fitzsimmons-Craft, E. E., Harney, M. B., Koehler, L. G., Danzi, L. E., Riddell, M. K., & Bardone-Cone, A. M. (2012). Explaining the relation between thin ideal internalization and body dissatisfaction among college women: The roles of social comparison and body surveillance. Body Image, 943-49
  • 14. 14 Plan Details This proposal aims to produce an advertisement that promotes the actions of women rather than their appearances. Advertisements emphasizing the actions of women will simultaneously decrease the likelihood of psychological illnesses and increase sales revenue among women. Most ads are dangerous because they promote the idea that a woman’s purpose is to be physically attractive. An ad that promotes women’s actions would decrease body surveillance, thus hindering the development of psychological illnesses caused by the media. This would teach women that they are not objects, which would lead to the internalization of actions rather than appearances. An advertisement that shows that women are capable of more than being physically attractive can have multiple benefits, as it would simultaneously decrease the likelihood of psychological illnesses and increase sales revenue among women. Overview This advertisement will feature “average” women who are not professional models. The use of women that have more realistic and attainable body types may hinder the internalization of the thin ideal, which, as discussed in the introduction, is the precursor to body dissatisfaction that leads to various psychological disorders. According to one study, to make eating disorder prevention programs more effective, efforts should be made to persuade the television, movie, and magazine industries to employ more models and actresses whose weight could be described as healthy, not underweight (Field, 1999). Therefore, the use of women with healthy bodies could prevent the development of unhealthy behaviors that lead to eating disorders and self- harm. In addition having more realistic body types, the women in this advertisement will be shown participating in an activity, instead of standing or lying idly as sexual objects as most women in advertisements do. The success of the Like a Girl campaign shows that advertisements that celebrate the actions of women are successful both monetarily and psychologically among women. Having the women engaging in activity will promote the idea that physical beauty is not a fundamental in a woman’s life, showing that actions are more important that physical appearances. This emphasis on actions rather than appearances could also decrease the rate of body surveillance, which may decrease the likelihood of body dissatisfaction. Budget The following budget details the cost of producing a full page advertisement in a popular magazine (roughly 2 million subscribers). The budget may vary depending on the number of subscribers the magazine has and on the size, color, and placement of the advertisement. Full page advertisements in the front of the magazine tend to be the most expensive to produce, while those placed in the middle or back of the magazine tend to be less expensive.
  • 15. 15 Budget Details Advertisement Space: One full page: $25,414 Placement: Middle of magazine: $20,089 Color: $12,800 Production Design: $20,313 Equipment: $19,300 Staff salaries: Producer: $6,200 Professional Photographer: $5,000 Models (2): $500 each Assistants (2): $500 each Total Cost: $104,816 per ad Justification 1. Advertisement • The price of a print advertisement varies depending on the number of subscribers the print media holds, the size and placement of the ad, and the color of the ad. Because this advertisement is intended to be published in Glamour magazine, which has an average of 2 million subscribers, the price of the ad space is much higher than that of a space in a less popular magazine. The placement of the advertisement also varies in price. It is more expensive to place an advertisement in the front of a magazine, while it is less expensive to place an ad in the back of the magazine. An advertisement in the middle of the magazine would be seen by many readers, as a content analysis of fashion magazines found that the main articles, what most readers view, are often placed in the middle of the magazines. 2. Production • The price of the production includes the photoshoot location, payments for energy and utility equipment, such as cameras, lighting, and tripods, and equipment maintenance.
  • 16. 16 3. Staff salaries • Shoot producers make an average of $6000 per shoot and professional photographers charge $2000-$5000 per shoot. Most photographers also require the help of assistants to direct the models and keep the shoot running in an organized fashion. Because professional models will not be used, the price of hiring women representative of most American women is significantly lower. Discussion Objectifying images of women in the media can directly affect the mental well-being of young women who are exposed to these images. Not only are these images promoting an unrealistic representation of women among the general population, but they are physically manifesting themselves as psychological illnesses that can have damaging and lasting effects. The rates of depression and eating disorders among young women can be linked to the unhealthy images of women portrayed in fashion magazines and other forms of media. I believe that producing an advertisement that focuses on the actions of women and does not place such a heavy emphasis on physical appearance will have many positive results. Producing such an advertisement would teach young women that being physically attractive is not to a fundamental aspect of life, which would lead to a decrease in the rate of body surveillance. A decrease in body surveillance would hinder a chain reaction of unhealthy behaviors caused by poor body image, which can lead to eating disorders, depression, and self-harm. Advertisements that decrease the emphasis of the physical appearance of women will lead to young women manifest healthy views on the role of women. Internalizing actions rather than appearances can lead women to have a higher self-esteem, which will decrease the likelihood of developing behaviors that could lead to depression, eating disorders, and self-harm.
  • 17. 17 References Bahudar, Nina. (Oct.3rd,2014). 'Femvertising' Ads Are Empowering Women --And Making Money For Brands. HuffingtonPost.com Retrieved Feb 16, 2015, from http://www.huffingtonpost.com/2014/10/02/femvertising-advertising-empowering- women_n_5921000.html Brinkman, B. G., Khan, A., Jedinak, A., & Vetere, L. (2015). College women’s reflections on media representations of empowerment. Psychology Of Popular Media Culture, 4(1), 2- 17. Erchull, M. J., Liss, M., & Lichiello, S. (2013). Extending the Negative Consequences of Media Internalization and Self-Objectification to Dissociation and Self-Harm. Sex Roles, 69(11/12), 583. Field AE, Camargo CA, Jr, Taylor C, Berkey CS, Colditz GA. Relation of Peer and Media Influences to the Development of Purging Behaviors Among Preadolescent and Adolescent Girls. Arch Pediatric Adolescent Med. 1999; 153(11):1184-1189. Fitzsimmons-Craft, E. E., Harney, M. B., Koehler, L. G., Danzi, L. E., Riddell, M. K., & Bardone-Cone, A. M. (2012). Explaining the relation between thin ideal internalization and body dissatisfaction among college women: The roles of social comparison and body surveillance. Body Image, 943-49 Harper, Brit, and Tiggemann ,Marika. "The Effect of Thin Ideal Media Images on Women's Self- Objectification, Mood, and Body Image." Sex Roles 58 (2008): 649-57. SpringerLink. Springer Science-Business Media, 16 Dec. 2007. Web. 22 Apr. 2015.
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