Gender, Body Image.

This blog post will focus on females and how they are portrayed by society. In other words, how the perception of beauty has been changed focusing on body image. The weight obsession is an issue that will always exist. It is interesting to notice that advertising has the power to transform what is the perception of beauty and sometimes it makes a woman feel unsatisfied with herself. In the past decades the problem was about being too lean whilst in our days there is the fear of gaining weight.

“Men wouldn’t look at me when I was skinny.” (Toya,2011).                                                    Image 1 is a vintage advert that presents a joyful woman with curves proud of her having gained mass. The lady sees a positive change in her body and she seems thankful for it since she claims that she can have what ever man she desires. But what if a lady was naturally skinny? Looking at the adverts of the past decades, being thin wouldn’t have permitted a woman to be accompanied by man and this is a result of not being accepted and appreciated by society. This claim is strengthened by looking at Image 2 where there is a skinny figure admiring a lady with curves and advertising a product Natural Mineral Concentrate that would have gave the possibility to skinny girls of gaining weight. How beauty is seen in terms of physical appearance is completely shaped by society and especially advertising. This may lead to great psychological issues where a woman will never feel enough and will never appreciate her natural gifts.

“What gives Victoria’s Secret the right to say what a “perfect” body is?? Stop body shaming!!”(Freda, 2014).                                                                                                                           The comment above was done against the campaign shown in Image 3. The advert presents ten skinny models posing for a very famous company which day by day seem to damage a woman’s self esteem (Freda, 2014). Why does a company so famous such as Victoria Secret present a problem of body shaming instead of raising it’s awareness? Unfortunately woman because of advertisements are really insecure of themselves this is because they buy products which are presented on skinny people thinking that it will have the same effect but the result is “All this does is perpetuate low self-esteem among women who are made to feel that their bodies are inadequate and unattractive because they do not fit into a narrow standard of beauty. It contributes to a culture that encourages serious health problems such as negative body image and eating disorders.” (Bahadur, 2014).                                                                                                                                             Advertisements are showing society that in order to be perfect you have to be skinny, have long legs, flat stomach and visible body bones. Men tend to admire much more skinny girls and especially models, ignoring women with curves that once were the more venerated.

The adverts that have been done in the past decades and in our days are really offensive towards woman. They do not accept natural bodies as it is shown but especially, no matter how you look like you will need to change in order to be accepted by society and looked in the way a woman wants to be looked by men.


Image one

Source : 

adv 1 body

Image two

 Source :

adv 2 body


Image three

 Source : 

adv 3 body



Bahadur, N. (2014). Victoria’s Secret ‘Perfect Body’ Campaign Changes Slogan After Backlash. HUFFPOST WOMEN, 11 June.                                                                                       Available from: [Accessed 2 April 2016].

Freda, E. (2014).Victoria’s Secret “Perfect ‘Body'” Ad Campaign Sparks Outrage Online. E!. Available from: [Accessed 1 April 2016].

Toya (2011). Vintage Ad: “Men Wouldn’t Look At Me When I Was Skinny”. The Limerick Lane. Available from: [Accessed 1 April 2016].






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