As a result, boys become used to the idea of longing for more than one woman and thus, “invariably demean women, emphasizing their disloyalty, their undependability as sex objects, stupidity, selfishness, dominating tendencies; and superstitiousness. ” (Key) The concept of beauty has changed throughout history. It turns out, what defines beauty is not only based on an individual’s outlook, but also the era in which the person has lived in. Before, during the Victorian ages, the idea of beauty was that the curvier the woman, the better. This is because food was considered scarce back then, and the weight of an individual shows whether he or she was able to afford to eat.
However, this quickly changed when the wealthy individuals wanted to stand out from the upcoming middle-class citizens. Thus, becoming skinny became and is still a goal that women currently still aspire to. Through modeling campaigns, the fashion industry torments young girls to have “increased shame and anxiety about the body and appearance, partly because societal images of idyllic beauty are virtually impossible to achieve. ” (Kilbourne) Hence, fashion companies have currently decided to take on the idea of thinness to a whole new level.
According to Jane Kilbourne, “the big success story of our entertainment industry is our ability to export insecurity: We can make any woman anywhere feel perfectly rotten about her shape. ” Instead of hiring healthy, thin models who have attainable bodies, they now seek emaciated models who are clearly underweight to promote their enterprise. This builds a new notion of beauty when young teenagers try to pursue this look because of the media’s ability to plague girls with body insecurities. Apart from females becoming affected by the flawless images of models in the media, males have also become influenced by this campaign.
Young men have become encouraged to increase their standards while observing females. They compare these graphic images of thin women to the girls around them, creating a benchmark for attractiveness among females. Since there is an abundance of advertisements that provide an erotic suggestion among females, young men also begin to expect a sexual incorporation in a relationship. In turn, females then question why their boyfriends or husbands do not treat them with love and respect.
They then try to mend this by strutting in their provocative outfits, creating a vicious cycle between sexual expectations and destroyed relationships. This crude expectation sexually objectifies women and jeopardizes how males view females.
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