Ferreira 1 Aubrey Ferreira Dr. Guenzel ENC 1102 April 6, 2014 Advertising s Negative !

"pa#t $n %$#iety %ara& 'pseud$ny"( gre) up in a l$ving supp$rtive *a"ily $* *ive. %&e )as an &$n$r r$ll student in s#&$$l and a +ind *riend t$ "any. %ara& )as p$pular and vie)ed as a #$n*ident, t&in and pretty girl. ,$)ever, t&is )as -ust an i"age s&e put $ut *$r $t&ers. %ara& struggled )it& sel*. i"age *r$" a very y$ung age and by /t& grade s&e &ad devel$ped t&e eating dis$rder buli"ia nerv$sa. %ara& "ade &ersel* t&r$) up a*ter "eals until t&e end $* &er 0t& grade year )&en &e parents *$und $ut and t$$+ %ara& t$ a re&ab *a#ilitati$n. During %ara& s *res&"an year $* &ig& s#&$$l s&e started "a+ing &ersel* t&r$) up a*ter "eals again, being "$re snea+y ab$ut it s$ &er parents )$uldn t *ind $ut. %&e *inally st$pped at t&e beginning $* &er s$p&$"$re year a*ter "ultiple seri$us tal+s )it& &er b$y*riend and #l$se *riends. 1&e dis$rder seri$usly da"aged &er "etab$lis" and s&e began t$ gain )eig&t. !n t&e beginning $* &er -uni$r year %ara& de#ided s&e )as *ed up )it& being 2*at3 and de#ided t$ g$ $n a stri#t diet. %ara& devel$ped t&e eating dis$rder an$re4ia nerv$sa. %&e l$st 50 p$unds, eating n$t "$re t&an a *e) al"$nds $r bites $* *$$d a day. %ara& s d$)n*all )as ulti"ately &er $)n standard $* beauty, )&i#& )as s+e)ed due t$ unrealisti# ideals in s$#iety. 1&e pressure %ara& *elt t&at dr$ve &er t$ su#& a seri$us p$int is every)&ere. Every)&ere y$u l$$+ y$u see an advertise"ent, )&et&er it be a #$""er#ial, a billb$ard, $r a page in a "agazine. Advertising plays $n &u"an desires *$r se#urity, a##eptan#e, sel*.estee" t$ in*luen#e #$nsu"er #&$i#es 'Et&i#s $* Advertising(. !n trying t$ pr$"$te pr$du#ts

Ferreira 2 and businesses, advertisers ta+e a psy#&$l$gi#al appr$a#&, )&i#& is inevitably ta+ing a t$ll $n pe$ple every)&ere. 6any t&e$ries in psy#&$l$gy, su#& as t&e #$gnitive devel$p"ental t&e$ry, s$#ial #$nstru#tivist t&e$ry, and $b-e#ti*i#ati$n t&e$ry, all s&$) t&e dire#t #$rrelati$n bet)een advertise"ents )e are s&$)n and t&e e**e#t it &as $n "ental pr$#essing. Advertise"ents *$r appearan#e related pr$du#ts su#& as #l$t&ing, &air pr$du#ts and "a+e.up spe#i*i#ally da"aged %ara& s "ental pr$#essing $* &er sel*.i"age. 1&ese types $* advertise"ents are espe#ially &ar"*ul t$ s$#iety as pe$ple l$$+ up t$ "$dels t&ey see in advertise"ents and "agazines and strive t$ a#&ieve t&eir level $* 2per*e#ti$n.3 1&ese advertise"ents use a #$"binati$n $* t&in "$dels and &eavy 7&$t$s&$p editing t$ #reate an unrealisti# and #$"pletely s+e)ed i"age $* a 2n$r"al pers$n3 t$ sell t&eir pr$du#t. A*ter t&e advertise"ent &ar"s t&e vie)ers sel*.estee", t&ey are #$nveniently $**ered a s$luti$n t$ t&eir ne) pr$ble" )it& t&e pr$du#t t&e advertise"ent is trying t$ sell. 8&et&er t&ey realize it $r n$t pe$ple naturally be#$"e "$re attra#ted t$ t&e pr$du#t )it& t&e &$pes t&at it )ill &elp t&e" t$ attain t&e &ig&er level $* 2per*e#ti$n3 p$rtrayed by t&e advertising "$del. 8it& eating dis$rders and plasti# surgery at an all ti"e &ig&, pe$ple are bla"ing appearan#e related advertise"ents *$r t&e inevitable desire t$ #&ange t&eir appearan#e. Advertisers *ig&t t&is a##usati$n by #lai"ing t&at pe$ple are a)are $* t&e "et&$ds used in advertising and s&$uld ta+e *ull resp$nsibility *$r t&eir $)n per#epti$ns and interpretati$ns. Advertisers als$ argue t&at #&anging t&e )ays $* advertising )$uld seri$usly da"age businesses and &ave a brutal e**e#t $n t&e e#$n$"y. Appearan#e related advertise"ents are #$""$nly targeted *$r )$"en in t&eir teenage years t$ late t)enties. ,$)ever, t&is is n$t t&e age )&en pe$ple *irst start *eeling t&ese intense pressures. !n s$#iety t$day #&ildren are gr$)ing up surr$unded by t&e "essages $* advertising.

Ferreira 5 At a &$rri*ying y$ung age t&ey &ave t&e "indset t&at being 2*at3 is unattra#tive and bad. A study d$ne at 9CF s&$)ed nearly :0; $* girls ages t&ree t$ si4 )ere already #$n#erned ab$ut t&eir )eig&t '<ader 7r$gra"s(. As adults, )e $*ten say )e )is& )e #$uld g$ ba#+ t$ being y$ung, )&en ti"es )ere si"pler and )e didn t )$rry ab$ut )eig&t $r appearan#e. 9n*$rtunately t&at #are*ree part $* li*e is being st$len due t$ advertise"ents ines#apable "essage. Ad$les#ents are being in*luen#ed by t&e $ver :,000 advertise"ents t&ey see a year "enti$ning attra#tiveness '<ader 7r$gra"s(. 1&is is resulting in #&ildren t$day being "$re a*raid $* being 2*at3 t&an *atal illnesses su#& as #an#er. 1&ese are n$t t&e values s$#iety s&$uld be installing in generati$ns= t&is truly a**e#ts n$t -ust individuals li+e %ara&, but t&e )$rld. 7e$ple are gr$)ing up learning t&at )eig&t is everyt&ing, s$ s$"e$ne )&$ #$uld p$tentially *ind t&e #ure t$ #an#er )ill instead be )asting t&eir talents $n trying t$ *ind t&e "agi# diet t&at "a+es pe$ple in#redibly t&in. !n a desperate atte"pt t$ attain t&e i"age $* 2per*e#ti$n3 seen in advertise"ents, "$re and "$re )$"en are turning t$ eating dis$rders and plasti# surgery. %ara& is -ust $ne $* t&e eig&t "illi$n A"eri#an )$"en )&$ &ave su**ered *r$" t&ese li*e t&reatening eating dis$rders '6edia %"arts(. 1&e in#iden#e $* buli"ia in 10. 5> year $ld )$"en tripled *r$" 1>00 t$ 1>>5 and &as #$ntinued t$ rise at an a##elerated pa#e resulting in t&e &$rri*i# *a#t t&at eig&t "illi$n pe$ple su**ering *r$" t&is dis$rder t$day 'Nati$nal Eating Dis$rders Ass$#iati$n(. 7e$ple )&$ su**er )it& t&ese dis$rders are da"aging t&eir b$dies in )ays "any aren t even a)are $*. An$re4ia #auses &eart #$"pli#ati$ns t&at #an be *atal. 8it& buli"ia, t&e a#idity in $ne s t&r$).up eats a)ay t&e st$"a#& s tissue lining, #an put &$les in t&e es$p&agus and eats a)ay t$$t& ena"el. An$re4ia and buli"ia are n$t t$ be ta+en lig&tly. Nu"er$us #$rrelati$nal studies &ave lin+ed e4p$sure t$ t&e t&in ideal in "ass "edia and advertise"ents t$ b$dy dissatis*a#ti$n, internalizati$n $* t&e t&in ideal, and eating dis$rders a"$ng )$"en 'Nati$nal Eating Dis$rders

Ferreira 4 Ass$#iati$n(. Advertisers s&$uld *eel as&a"ed t&at t&ey are in part resp$nsible *$r pus&ing )$"en t$ devel$p dis$rders, si"ply t$ "a+e "$re "$ney. Advertising &as n$t $nly in*luen#ed )$"an t$ devel$p eating dis$rders, but it &as in*luen#ed )$"en t$ invest in plasti# surgery as )ell. !n 2015 t&ere )as an $verall 12; in#rease in #$s"eti# pr$#edures per*$r"ed. 1&e #&art bel$) s&$)s 1&e A"eri#an %$#iety *$r Aest&eti# 7lasti# %urgery s t$p *ive surgi#al pr$#edures d$ne in 2015. 1&e 16; in#rease in lip$su#ti$n and 2.5; in#rease in tu""y tu#+s s&$)s &$) t&e pressure t$ be t&in, ab$ve all, is at an all ti"e &ig&. ?ver one billion )as spent $n lip$su#ti$n t&r$ug&$ut t&e nati$n. @reast size, eyes and n$ses are all i"p$rtant aspe#ts t&at "a+e up 2per*e#ti$n3 p$rtrayed in advertise"ents. All t&ree $* t&ese surgeries in#reased as "$re )$"en are striving t$ be 2per*e#t.3 Advertisers are su**$#ating )$"en )it& t&e pressure t$ l$$+ a #ertain )ay t$ su#& drasti# "easures as investing in surgi#al pr$#edures t$ re#$nstru#t *a#ial and b$dy *eatures, all t$ "a+e pr$*it. Procedure Aip$su#ti$n @reast Aug"entati$n Eyelid %urgery 1u""y 1u#+ N$se %urgery Number of Procedures Done 565,>12 515,52/ 161, 50> 160,0// 14/, >66
Percent Increased or Decreased

16.5; in#rease :.2; de#rease :.4; in#rease 2.5; in#rease 2.>; in#rease

Advertisers rebuttal a##usati$ns $* &ar"ing sel*.i"age by #lai"ing t&at advertise"ents d$ n$t&ing "$re t&an in*$r" pe$ple $* pr$du#ts and "$tivate pe$ple t$ s)it#& brands )it& i"ages t&at "irr$r s$#iety s values t$ attra#t pe$ple '6edia %"arts( .. t&ey #lai" it is purely business. %$#iety &as already establis&ed its desire t$ &ave #ertain aspe#ts in appearan#e su#& as t&inness= advertisers are strategi#ally s&$)ing pe$ple )&at t&ey )ant t$ see t$ sell t&e pr$du#t t$ its *ull p$tential. Advertisers als$ #lai" t&at t&ey are very straig&t*$r)ard ab$ut t&e "any "et&$ds used t$ "a+e t&e "$del and pr$du#t see" as appealing as p$ssible su#& as= using

Ferreira : pr$*essi$nal p&$t$grap&ers, "a+e.up artists and &air stylists, strategi# lig&ting, and an e4tensive p&$t$ editing pr$#ess. Advertisers e"p&asize t&at t&ey are n$t t&e $nes )&$ &ave #reated t&e i"age $* s$ #alled per*e#ti$n, but s$#iety #reated t&e i"age itsel*. !n *a#t, i* advertise"ents tried t$ &elp t&e sel*.i"age pr$ble" by using "$dels t&at l$$+ li+e t&e average A"eri#an, t&ey )$uld a#tually be d$ing "$re &ar" t&an g$$d. !t is &u"an nature t$ )ant t$ be t&e best, t$ be per*e#t, t$ be ad"ired by $t&ers s$ using 2average3 "$dels )$uld result in a de#rease in sales, )&i#& )$uld &urt t&e e#$n$"y. Advertising is -ust a part $* business= s$#iety is t$ bla"e *$r sel*.i"age pr$ble"s and t&e in#rease in )$"en su**ering )it& eating dis$rders and investing in plasti# surgery. Alt&$ug& $ne )$uld t&in+ t&at s$"e$ne )&$ su**ered as severely as %ara& did )$uld &ave a str$ng, &ate*ul perspe#tive $* t&e advertise"ent business, %ara& &as instead learned *r$" &er e4perien#es and *eels s&e &as gained )isd$" *r$" &er -$urney. !n a pers$nal intervie) %ara& s&ared &er vie) $* t&e #$ntr$versial argu"ent stating t&e argu"ent is 2really, -ust stupid.3 %ara& believes t&at advertise"ents are n$t t$ bla"e *$r t&e pressure t$ be 2per*e#t.3 Advertisers are #$rre#t in #lai"ing t&at s$#iety *$r"ed t&e i"age $* 2per*e#ti$n,3 n$t t&e advertise"ent industry. Als$, #&anging advertise"ents i"age )$uld in *a#t, negatively a**e#t t&e e#$n$"y. Even i* advertising #&anged t&eir )ays, t&at )$uldn t d$ any g$$d be#ause t&e i"age $* 2per*e#ti$n3 is engrained in s$#iety. !* s$#iety )ants t$ re)rite t&e de*initi$n $* per*e#ti$n, #&anging advertise"ents is n$t t&e )ay t$ d$ it. !nstead $* arguing ab$ut )&$ is t$ bla"e *$r t&e sel*. i"age and estee" pr$ble", pe$ple s&$uld try t$ instill a sense $* sel* l$ve and tea#& $t&ers t$ value p$sitive and uniBue Bualities. 1$day %ara& *$#uses $n "a+ing sure s&e &as a )ell balan#ed diet, and d$ing s$ &as &elped &er a#&ieved a &ealt&y b$dy )eig&t. %&e "eets )it& a psy#&$l$gist )&$ "$nit$rs &er

Ferreira 6 eating and )eig&t $n#e a )ee+. %ara& &as "ade it a "issi$n t$ s&are &$) i"p$rtant it t$ l$ve and appre#iate y$ursel* )it& as "any pe$ple p$ssible. %&e )ants t$ "a+e a di**eren#e, and &$pes t$ prevent pe$ple *r$" g$ing t&r$ug& t&e su**ering s&e )ent t&r$ug&. %ara& s st$ry &as a &appy ending but un*$rtunately t$$ "any pe$ple s st$ries d$n t. 1&e pr$ble" )it& sel*.i"age is #$"pletely $ut $* &and, "a+ing it $ne $* t&e "$st #$ntr$versial argu"ents t$day. Eating dis$rder ass$#iati$ns bla"e advertise"ents *$r t&e alar"ing nu"ber $* pe$ple su**ering )it& a dis$rder, #lai"ing t&at t&e unrealisti# i"ages $* per*e#ti$n are truly unattainable in a &ealt&y "anner, pus&ing )$"en t$ devel$p t&ese un&ealt&y dis$rders. 7lasti# surgery data pr$ves t&at t&e pressure t$ be t&in, and &ave parti#ular l$$+ing p&ysi#al attributes is at an all ti"e &ig&, )&i#& analysts bla"e advertise"ents *$r. Advertisers bla"e s$#iety *$r #reating an i"age $* 2per*e#ti$n3 )&i#& advertise"ents si"ply "a+e use t$ t&eir advantage be#ause it is )&at )ill "a+e t&e pr$du#t sell t$ its *ull p$tential. Advertisers #lai" t&at t&ey are stri#tly d$ing business and s&$uld n$t be &eld resp$nsible *$r sel*.i"age pr$ble"s pe$ple devel$p *r$" t&eir $)n per#epti$ns $* advertise"ents. %ara&, s$"e$ne )&$ &as e4perien#ed t&e pressures *irst &and believes it is $ur $)n *ault s$#iety &as t&is i"age $* 2per*e#ti$n3 and pe$ple need t$ st$p )asting all t&eir e**$rts in trying t$ *ind )&$" t$ bla"e, but instead *$#us t&eir energy t$)ards g$$d use by pr$"$ting sel*.l$ve. N$ $ne #an say )&$ is #$"pletely t$ bla"e *$r t&e "illi$ns su**ering )it& sel*.i"age pr$ble"s= t&e $nly t&ing t&at is #lear is t&at as l$ng as sel*.i"age is a pr$ble" adverting )ill al)ays be $ne $* s$#iety s "ain s#apeg$ats.

Ferreira /

8$r+s Cited CA%A7% <ep$rts A"eri#ans %pent Aargest A"$unt $n C$s"eti# %urgery.C Surgery.org. N.p., n.d. 8eb. 0> Apr. 2014. C@$dy !"age.C - The Media Lies. N.p., n.d. 8eb. 10 Feb. 2014. @$dy !"age and Advertising, and ,arry Cr$*t. CEating Dis$rdersD @$dy !"age and Advertising.C

Ferreira 0 Healthy Place. N.p., 5 Eune 2015. 8eb. 10 Feb. 2014. CEt&i#s $* Advertising.C Ethics of Advertising. N.p., n.d. 8eb. 16 Apr. 2014. C6ass 6edia and t&e Fe"ale @$dy !"age.C AuthorSTREAM. N.p., n.d. 8eb. 1> Feb. 2014. C6edia, @$dy !"age, and Eating Dis$rders F Nati$nal Eating Dis$rders Ass$#iati$n.C We Live in a Media-saturated World and Do ot !ontrol the Message. Nati$nal Eating Dis$rders Ass$#iati$n, n.d. 8eb. 1: Feb. 2014. 2%ara&3 '7seud$ny"(. 7ers$nal intervie). 1/ 6ar#& 2104. %)ins$n, E$. CFalse @eauty in Advertising and t&e 7ressure t$ A$$+ Gg$$dGC ! Net)$r+, 10 Aug. 2011. 8eb. 16 Feb. 2014. C1&e 7ri#e $* ,appinessD ?n Advertising, !"age, and %el*. Estee".C 6edia %"arts, 2012. 8eb. 2: 6ar. 2014. Hillines, Ia)n. C,$) Advertise"ents 1argeting 8$"en 9nder"ine @$dy !"age.C "oodThera#yorg Thera#y $log Ho% Advertise&ents Targeting Wo&en 'nder&ine $ody (&age !o&&ents. G$$d1&erapy.$rg, 10 Euly 2015. 8eb. 16 Feb. 2014. . Cable Ne)s