Salina Garris

ENC1102

Joseph Cottle

2/18/13

Are you beautiful? Probably Not

In today’s society advertisements all around the world show a false sense of what “beauty”

looks like. They display ads with tall, skinny, practically flawless women to sell their products, and yes it

works. Adolescent females fantasize over these perfect images, challenging themselves to look as

identical as possible. The minds of young girls flood with unhealthy thoughts. How much weight can I

lose? How much make up will it take to cover this pimple? What will it take to look as good as these

models and celebrities? Adolescent females everywhere fantasize over having those dream bodies,

airbrushed skin, bright white smile, and much more, because that’s what our consumer culture

encourages. It has been taken too far; these girls are willing to hurt themselves and take other drastic

measures to achieve this idea of “beauty”.

The idea of beauty has been more than manipulated in recent decades by consumer culture.

This is mostly likely due to the models and celebrities that are used in advertisements. Our society has

been brainwashed with this new sense of beauty, and has completely erased its former meaning. Our

society practically forces you to believe that you should not be happy with yourself, unless you look like

the cover of a magazine. Every advertisement inside of a magazine is filled with beautiful people

promoting different make up and clothing brands. Obviously these ads are not meant to make you feel

good about yourself, they are meant to make you want to buy their product. But these ads do much more

than their original purpose. They do not just make you want to buy their product; they plant very serious

and intimidating thoughts in your head. When you see these picture perfect women, it is inevitable to

envy them, to want to be like them. These covers and advertisements encourage you to want to look this

way. This is the problem with our consumer cultures idea of beauty; it has corrupted many adolescent

females’ judgments of themselves.

The first example that comes to my mind and most others when thinking about this topic is

Victoria’s Secret. When identifying “beauty” in today’s society there is not much confusion. All you

need a picture of a Victoria secret model, almost all with agree that is what “beauty” looks like. I am

going to examine how self-esteem and health of females is affected by consumer culture’s idea of beauty,

and specifically Victoria Secrets influence.

One advertisement that stuck out to me was an advertisement that I saw online from Victoria’s

Secret. It depicts 4 beautiful models in the new racer back, multi-way and push up bra. They are all very

slim and defined. The focal point is the text that says “I Love My Body”. The colors are very basic. A

grey background puts the focal point on the four models. The women are very skinny, and look

airbrushed and photo shopped. The whole point of the advertisement is to say that every woman can love

her body. It seems that they are trying to promote the positive image that it does not matter what you

look like to love yourself. There are 3 different bras advertised. The customer will assume that they can

find a bra to fit their body type. By doing this, women feel more comfortable because they assume the

brand is versatile. Instead of having to fit the mold, the mold fits them. VS downplay the fact that every

model in the ad has the exact same body type. The only difference is the skin and hair color. They ignore

the fact that in order to fit all different body types, the bodies have to actually differ. This is a perfect

example of how manipulating the brand actually is. They promote their product by using a phrase that

basically says you can love yourself no matter your body type; however the three models in the ad are all

the same. So what do viewers take from this advertisement? Basically that you have to look like one of

those models too actually “love your body.”

Sex sells. This is one of the most basic and primitive rules of marketing since the

beginning of advertisement. Millions of products are advertised using this approach, and because of that,

millions of products make billions of dollars every year. One particular brand is extremely well known

for using this strategy to sell their products. Contrary to the brand name, it is no secret that Victoria’s

Secret is extremely sexual. The question is who actually looks like these models? What image is this

instilling in women’s minds across the world? How is self-esteem affected? What does this do to their

health?

Victoria’s Secret uses the image of perfection to sell their products, and it works.

With yearly revenue of $9.6 billion in 2011 and an estimated $10.4 billion this year (LTD), the company

isn’t having any problems making sales. On the contrary, they’re doing better than ever. VS is currently

North America’s number 1 specialty retailer of women’s intimate apparel, with nearly 1,035 mall-based

stores throughout the US and Canada (LLC). The entire Victoria’s Secret experience is what gets the

customers and keeps them coming back. From watching the fashion show on TV to seeing ads in

magazines, on billboards, on Facebook and Pandora, and TV commercials, most people know about the

brand. Then once you enter the store, making a purchase is almost inevitable. Bright colors, great scents,

soft fabrics, nice sales associates…it is no wonder 67% of customers make a purchase after leaving the try

out room (VS Stats).

Despite the popularity, these models posed in each magazine article and commercial have

their dark side. These women were not born perfect, because really who actually looks like these models?

These women go through hell and back to look the way they do. It is not natural; it is not their “true” form

of beauty, it is dieting, exercising, and essentially a lifestyle. Models prepare for photo shoots and fashion

shows year round. Adriana Lima, a popular “angel”, told a reporter exactly what it takes to look the way

she does. She has an intense daily workout routine, sees a nutritionist that prescribes protein shakes,

vitamins and supplements to keep her energy up. She does not eat solid foods for 9 days before a show,

and on the day of the show… quits drinking (liquids) entirely (Whitworth). Another model, Rosie

Huntington-Whiteley, was quoted saying “No liquids at all so you dry out, sometimes you can lose up to

eight pounds just from that” (Whitworth). Aside from these brutal and strict dieting techniques, much

more goes into to getting them fashion show ready. They do not wake up every morning with mascara

and lip-gloss on all ready to go. No way! They spend hours upon hours preparing for a job. Models have

professional makeup artists that use airbrushes and styling techniques to make these women look

completely perfected. After the months of dieting, sacrificing solid foods, hours of hair and make-up

comes the digital editing, the photo shop and alterations. So even after the endless list of preparations that

happen before the shoots, it still is not over. More professionals come in and use computer programs to

eliminate any leftover flaws or mistakes. Anything that does not qualify as perfect is erased, touched up,

and edited. So again let us ask the question again, “Who even looks like these models?” the answer is NO

ONE. None of these women are as perfect as they are portrayed to be, because it is impossible. Nobody is

perfect, but the problem with Victoria Secret is that they convince girls that it is possible to look like a

Victoria secret model, when in reality Victoria secret models do not even actually look like Victoria

secret models.

What image is this instilling in women’s minds across the world? Today’s woman is very

self-conscious. Brands like VS use this to their advantage to make sales. They hire skinny, perfect

women to walk in the runway. They then proceed to call them angels, which is synonymous with

perfection. It creates the impossible image of the perfect woman in an already self-conscious woman’s

head. On top of using a model whose entire life is perfecting her body, they Photoshop images to make

them look even more perfect. They market directly to the most insecure age group by making their

products extremely appealing to college-aged students, sports lovers and women of every age. After

seeing the models on the television screen, in magazine ads, and their catalog as well women are forced to

think this is what beauty looks like. Everyone knows when the Victoria secret fashion show comes on;

hundreds of thousands receive the summer swim suit edition catalog at their door each year, so yes they

all get a glimpse of this “beauty”. The minds of women are corrupted; they see these women and believe

that this is what men want, and not just men society as a whole. These women cannot escape it, some way

or another they are forced to believe they need to look like these models, because that is what is accepted.

Obviously, everyone tunes into watch the VS fashion show for a reason, and it is not typically because of

the product, it is because of the body wearing it.

How is self-esteem not affected? After looking at a Victoria secret advertisement, you do

not think to yourself “I am happy with my muffin top and cellulite!” you tend to think the exact opposite.

Victoria secret instills in female minds across the world that the image accepted is that of a Victoria secret

model. That is what we call “beauty”, so what do these women decide to do about it? They try to become

these models; they dye their hair, change their makeup, and start a diet. This all occurs because they are

convinced to believe they should not be happy with themselves unless they look like a VS angel. You do

not start changing things about yourself for no reason, you start changing things about yourself usually

because you are unhappy with the way things already are. This could quite possible take a toll on ones

self-esteem. To not feel like you are good enough, and to strive to be like someone else that is what is

happening. Female adolescents aren’t feeling content with themselves; they do not feel happy because of

what our consumer culture portrays as beauty. If they do not look stick skinny, 5’10, with full hair, and a

flawless complexion then they are not beautiful. That is not fair, but ultimately what we have realized as

the truth.

After females begin taking drastic measure to change the way they look, things get

dangerous. Body weight is of course and issue for many females. Not everyone is a 100 pound Victoria

Secret model, and dieting and exercising does not always give you the results you want right away. Eating

disorders quickly develop among females. From pre-teens to older women, women care about their body

image. Although the anorexic models are not seen as often as they were in the 80s and 90s, the women

are still very thin. Many believe they have to fit the mold. According to a survey completed by Glamour

Magazine, women were asked to report every negative thought they had about their body through the

course of one day, turns out, 97% admitted to having at least one “I hate my body” moment throughout

the day (Dreisbach). The main problem with women’s desire to look like the models is that most have no

way of training the way the models do. VS models are paid to keep their body in shape; it’s their only

job. Professionals carefully construct their daily routine. The rest of the world has to squeeze worrying

about their health into their schedules. Sadly, this is where issues arise. Anorexia is a huge problem. In

fact, “anorexia is the third most common chronic illness among adolescents” (Anorexia Stats). 40-60% of

girls in high school are on a diet, 40% of those girls have dieted by 9 years of age (Anorexia Stats). The

statistics say it all. Women are suffering, VS is not helping. With so much influence on today’s youth,

the brand is only adding to issues with weight. The average Victoria’s Secret model weighs in at 112

pounds, with a height of 6 feet. According to the BMI chart, all the models are very underweight.

However, society calls this beautiful. Realistically, American body types are nothing like the Victoria’s

Secret models. As a matter of fact, if they are not suffering from anorexia, 1/3 of Americans are

overweight (Adult Obesity Facts). Women believe that they have to look like these models, when it is

just not possible.

Weight issues are not overlooked even in Hollywood. All the overweight celebrities are

not unaware, trust me they know. Media makes money off posting private pictures in magazines showing

off out of shape celebs in a bikini. Every cosmopolitan magazine I have ever purchased has at least one

page at a minimum making fun of overweight actress. Pictures flood comparing Jessica Simpsons before

and after weight gain pictures. It is pathetic how much profit is made on celebrities gaining weight.

Imagine if a Victoria Secret angel gained twenty pounds, media would go crazy. She would consist on the

front page of every magazine for a month. It is entertaining to society when thin people gain weight,

because it makes them feel better about themselves for being overweight. There are very few celebrities

that are not criticized on their weight, and this just supports the idea that you must be skinny to be

accepted in society. When do you ever see a cover photo of a heavy set celebrity, unless they are

endorsing weight watchers or slim fast? Not very often. Overweight women are not used to sell products

unless they are promoting a product meant for weight loss.

In recent years, another body altering technique that has become popular is cosmetic

surgery. 10,677,415,674 dollars were spent by Americans on cosmetic procedure during 2010 (plastic

surgery statistics). Now if you are not happy with the body you were born with, do not worry because

money can buy you a whole new one. Even though I am one of the many females who are not opposed to

cosmetic surgery, the statistics are still very alarming. In 2010 over three hundred thousand breast

implants surgeries were performed, 4,153 of those surgeries were performed on females 18 and under

(plastic surgery statistics) this just shows how unsatisfied female are with their bodies, and consumer

culture is to blame. It is terribly unfortunate that thousands of teenage girls felt so uncomfortable with

their bodies they were willing be cut open to achieve satisfaction. Plastic surgery basically gives the go

ahead that it is okay to make permanent adjustments to your body to be more socially accepted. Instead of

developing eating disorders, you can just get liposuction. No work necessary, which is why this option is

very appealing to our society. It really seems like the perfect solution to any body image issue, and maybe

it is.

Many of Americans have resorted to cosmetic surgery, but have it gone too far or has

society? In a recent story which occurred in 2012, a fourteen year old went under. “ Nadia Ilse, the 14-

year-old Georgia girl who underwent radical facial plastic surgery after being bullied for years about her

looks, said she is more confident than ever now and is ready to forgive her tormentors” (Frost, 2012). Ilse

was bullied for years, and instead of going back to school with some new clothes, she came back with a

whole new face. “ In June, she went under the knife, getting a nose job, a chin implant and had her ears

pinned back.” After hearing something like this you cannot help but be concerned about our society. This

just proves how out of hand the concept of “beauty” has become. A child was bullied and taunted because

of her appearance, the face she was born with; that she had no control over was causing her misery every

single day. She never once in her interview said she herself felt uncomfortable with the way she looked.

Not once was there a mention of how she felt when she looked at herself in the mirror. The focus was

completely on how others made her feel, and what others considered “ugly”. Her self-esteem was easily

affected by the constant tormenting of her peers. Nadia Ilse is a serious victim of the affects of our

consumer culture idea of beauty. Because our society portrays beauty in a certain form, a child was

bullied and harassed for not looking that way.

In conclusion, the idea of “beauty” has been transformed in such a way it will not ever be returned

to its original state. Nobody will ever see beauty as just being comfortable with who are in your natural

self. Beauty is now this distorted idea that you must be what everyone else wants, and not who you really

are. Beauty has become this way because of the way consumer culture has evolved. Beautiful women sell

products that is what we have come to learn in today’s society. Six feet tall, one hundred pounds, and

flawless is what we want. Our society pushes that on us every single day; you are only beautiful if you

look this specific way. Women around the world are negatively affected by these ideas in many ways.

They are pressured to become this idea of beauty, no matter what extreme and unnecessary measures are

taken. Females forget about their true and real beauty, and consume themselves in something they are not

and it is sad. Beauty is often associated with perfection in today’s society, and everyone knows that

nobody is perfect. So females are devoting countless hours to achieve this unattainable look, this

impossible picture. Self-esteem, health, and other factors are affected because of what we see as “beauty”,

but will we ever be comfortable in our own skin? Will we ever really feel beautiful? Well, maybe if we

can erase our society’s idea of beauty from our heard, and create our own.

NEED Scholarly sources

Work Cited

Frost, B. G. (2012, August 14). Bullied Teen Who Got Facial Plastic Surgery Ready to Forgive

Tormentors, But Won't Forget. Retrieved from ABC news: http://abcnews.go.com/Health/bullied-

teen-facial-plastic-surgery-ready-forgive-tormentors/story?id=17002192

Winfrey, O. (n.d.). 13 Surprising Statistics About Plastic Surgery. Retrieved Febuary 17, 2013, from

Beauty by the decade: http://www.oprah.com/style/Plastic-Surgery-Statistics-Body-Image-Facts

Dreisbach, Shaun. "Shocking Body-Image News: 97% of Women Will Be Cruel to Their Bodies Today."

Glamour. Condé Nast, n.d. Web. 05 Dec. 2012.

"LTD" Bloomberg Businessweek. Bloomberg, 08 Nov. 2012. Web. 08 Nov. 2012.

<http://investing.businessweek.com/research/stocks/earnings/earnings.asp?ticker=LTD>.

"LLC” Victoria's Secret Stores, LLC Company Profile. Yahoo Finance, 2012. Web. 09 Nov. 2012.

<http://biz.yahoo.com/ic/104/104463.html>.

Whitworth, Melissa. "Victoria's Secret Show: What Does It Take to Be a Victoria's Secret Angel?"

Fashion. Telegraph.co.uk, 07 Nov. 2011. Web. 09 Nov. 2012. <http://fashion.telegraph.co.uk/news-

features/TMG8872623/Victorias-Secret-show-What-does-it-take-to-be-a-Victorias-Secret-Angel.html>.

“Victoria's Secret Statistics." Statistic Brain. MT Power Designs, n.d. Web. 07 Nov. 2012.

<http://www.statisticbrain.com/victorias-secret-statistics/>.