Body Image: Western Advertisement

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Table of Contents

Introduction
Advertisement Image
Music Video
Reflection
The Need for Change
Conclusion
References

Introduction

Western advertisement is a major influence point that correlates with two objectives. On the one hand, the product that is being advertised is to be desired by the consumer, which then generates sales. On the other hand, the objective is to create circumstances in which the product is showcased in an entertaining and motivational way. Thus, skincare ads usually showcase individuals with problematic skin before the video illustrates the “after” effect, a flawless base that makes individuals believe such results are attainable with this specific problem. A similar effect can be found in ads correlating with food. Food-related content is often presented with a focus on weight-related consequences. Namely, advertisers are aware of the diet culture present in western society and focus on illustrating that their products are not linked to weight gain. This critique will examine two pieces of content: an ad from Subway and an Eminem music video. Both elements are highly suggestive of the importance of maintaining a desirable body type, which directly correlates with the negative impact on consumers in regard to their relationship with their physical appearance.

Advertisement Image

The advertisement image that was selected from the critique is a Subway promotional photo. Namely, the phenomenon of Jared Fogle, informally known as “Jared the Subway guy,” has been circulating as a promotion for consuming Subway as the individual in question has lost weight following a Subway-only diet. The aforementioned picture is a before-and-after illustration of Fogle holding his previous piece of clothing as evidence of his seeming dietary success. Subway has seen the opportunity is promoting its products as suitable for a weight-conscious audience as an alternative to fast food, mostly available in similar restaurant chains. However, it is inevitable that the image itself is one promoting weight loss. Moreover, the motto on the image, “It’s all about choices,” implies that the individual in question was making the wrong choices while being of a more substantial frame (Subway, 2000). While the ad was published in the early 2000s, today’s standards would consider such wording as insensitive to people with weight problems due to the fact that excess body mass is not solely a result of one’s inappropriate dietary habits but a result of multiple socioeconomic elements.

Moreover, it can be stated that promoting Subway as a weight-loss brand is not a practice that would be considered healthy. Eating disorders, according to researchers, are generated through the presence of a disturbing attitude toward one’s body (Treasure et al., 2020). In this case, the “before” body is illustrated as the result of a wrong choice, according to the quote in the picture. This creates negative connotations towards weight and may promote unhealthy food behaviors. Moreover, no health claims are provided, which implies that the “after” image is linked to appearance rather than one’s health. This is also evident due to the fact that the person in the ad holds his previous clothing to emphasize the difference in size rather than potentially improved health.

Music Video

The music video that was selected for the critique is Eminem’s “We made you” video. It is a parody-style content piece in which the artist criticizes multiple celebrities, including their looks. One of the jokes in the video is Jessica Simpson’s weight. Namely, at the time the clip was released, Jessica Simpson was widely criticized in the media for her weight gain. In the video, Eminem has invited a model with a similar appearance to the Simpsons concerning blond hair and overall style. However, the plus-size model was somewhat curvier than Simpson at the time and showcased consuming fast food, which directly correlated with the rapper’s take on Simpson’s body (Eminem Music, 2009). Thus, by showcasing a slightly curvier model consuming food associated with weight gain, the rapper implies that the new body of the entertainer is not desirable and can be ridiculed.

Needless to say, neither the woman in the video of Simpson herself would be classified as obese based on the BMI scale, which in itself is an unreliable source yet has a specific measure to categorize people by their weight. However, the aforementioned portrayal is a representation of how society views women that perceive their bodies. Due to the fact that most movies and modeling campaigns feature extremely slender bodies, an individual with more realistic proportions becomes out of the ordinary. Nonetheless, the average weight for women in the US is reportedly 170 pounds (CDC, 2021). Thus, the women were ridiculed for their weight, yet both Simpson and the model who was deemed “big” were of regular weight. However, due to the fact that most of the entertainment industry only endorses unattainable body standards, the norm becomes someone underweight.

Reflection

The relationship between eating disorders and western culture is palpable. It can be illustrated as the connection between the media and consumer behavior. Namely, researchers have found a strong link between social media users and the process of developing eating disorders (Zhang et al., 2021). It can be linked to the fact that social media influencers on platforms such as Instagram often base their internet persona on looks. Hence, fit bodies are a primary attention grabber, which generates more subscribers and, as a result, a higher revenue. Moreover, multiple of the ads that influencers themselves post are weight related. Current literature highlights that teenagers are especially susceptible to investing in weight loss-related products promoted through social media (Lozano-Chacon et al., 2021). Products such as meal plans, weight-loss teas, and potentially dangerous supplements are advertised by influences with desirable bodies. As a result, young people believe that looking like the individuals they follow on various platforms requires the purchase of products they claim to use. Previously, the trend was promoted through Hollywood movies and billboards. Fashion brands especially were showcasing designer clothes on extremely slim models, which created a trend for extreme thinness among teenagers. However, since such body measurements are difficult to achieve and maintain, eating disorder rates are rising.

It is important to mention the specific demographic that was impacted by the aforementioned culture of dieting promoted through unattainable body measurements. Namely, teenage girls have been reported as most likely to develop an eating disorder linked to social media usage (Wilksch et al., 2019). The western way of approaching female beauty is often illustrated through the portrayal of a young, skinny, white woman. Multiple young girls believe that by seeking these ideals, they will have more success in their personal and professional lives. However, this particular illustration of what a woman is to look like is neither realistic nor inclusive. Multiple females cannot identify with said image, which is both dangerous from the perspective of the development of eating disorders as well as challenges with self-love and self-acceptance.

The Need for Change

The current situation is unhealthy for people at risk of developing eating disorders based on what they see in the media. For example, researchers point out that the time one spends on social media directly correlates with ED (Padín et al., 2021). Thus, parents of young children and girls specifically may benefit from limiting social media usage by promoting various activities to occupy young individuals. It is also essential to have an inclusive approach to people who can be seen on television and in music videos. The presence of artists of various races, body types, genders, and physical abilities is key to creating circumstances in which adolescents specifically understand that people of their frame exist and have successful careers and personal lives. Moreover, another approach is one that can be implemented by social media developers and administrators themselves. For example, posts in which content creators promote weight-loss supplements, teas, and similar goods are to be closely monitored based on their potential risks. One way in which the issue can be tackled is through the certification of said products. Thus, a tea that is being advertised by influencers yet is not CDC-approved is not to be portrayed as a miracle cure for those seeking to lose extra pounds.

Conclusion

By examining the image and the music video, it was evident that both pieces of visual content were based on the idea that excess weight is considered something negative. In one case, weight loss was approached from the perspective of looks, while in the other one, one’s body was humored for being outside of the media norms. Such depictions are partly causing individuals to develop eating disorders as regular frames are considered excessive based on the females depicted on social media and Hollywood movies. The need for diversity is certain as the beauty standard remains the image of a young, slim, blonde white woman. However, the situation can be changed through the addition of new faces that look different from the current standard.

References

CDC. (2021). Body measurements. Centers for Disease Control and Prevention. Web.

Eminem Music (2009). We made you[Video]. YouTube. Web.

Lozano-Chacon, B., Suarez-Lledo, V., & Alvarez-Galvez, J. (2021). Use and effectiveness of social-media-delivered weight loss interventions among teenagers and young adults: A systematic review. International Journal of Environmental Research and Public Health, 18(16), 8493. Web.

Padín, P. F., González-Rodríguez, R., Verde-Diego, C., & Vázquez-Pérez, R. (2021). Social Media and eating disorder psychopathology: A systematic review. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 15(3). Web.

Subway. (2000). Subway Ad. Feed. Web.

Treasure, J., Duarte, T. A., & Schmidt, U. (2020). Eating disorders. The Lancet, 395(10227), 899–911. Web.

Wilksch, S. M., O’Shea, A., Ho, P., Byrne, S., & Wade, T. D. (2019). The relationship between social media use and disordered eating in young adolescents. International Journal of Eating Disorders, 53(1), 96–106. Web.

Zhang, J., Wang, Y., Li, Q., & Wu, C. (2021). The relationship between SNS usage and disordered eating behaviors: A meta-analysis. Frontiers in Psychology, 12. Web.

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