DOES MY BUM LOOK BIG IN THIS?

Beauty [they say] comes from within; in this day and age however, the question often asked is whether beauty transpires - from within bottles, operating theatres or ourselves? It is also said that beauty is in the eye of the beholder; so what happens if either the inner image or the reflection we see is imperfect or distorted? Body image is a complex issue; one in which perceptions, thoughts and feelings play a major role - along with the widening gap between actual body sizes (which are increasing) and those portrayed in the media (such as Barbie and Rambo) (Brown and Dittmar 2005.1089). Whilst many other issues contribute to wellbeing, body image correlates with health, happiness and life satisfaction; it is how we see ourselves that ultimately dominates who we are and how we interact with the communities we live in. Accordingly, this essay examines the unavoidability of today’s “perfect” body advertising, the role materialism plays and the claim that thin does not guarantee sales; whilst considering to what extent mental health, personal health and happiness play in determining wellbeing, and then exploring the often overlooked effects body image has on a community’s wellbeing.

Constant exposure to idealised media images is unavoidable; boys, girls, men and women alike are inundated with thousands of images, portraying (for most) desirable yet unattainable and unrealistic body and self, expectations and ideals (Dittmar and Howard 2004, 478). A selection of research suggests that it is not the advertisements themselves that pressure individuals; but rather, the individuals beliefs, values and ideals relating to their own appearance that impact on their body image and level of dissatisfaction; that advertising, even though relentless – only highlights an existing negative self assessment (Dittmar and Howard, 2004, 478 and Dittmar 2005,1083). Weight is an issue in its own right with regards to negative self assessment. Correlational studies have shown that a women’s weight or BMI directly relates to the level of body image anxiety; in other words the higher a women’s weight, the higher her potential body image anxiety (Dittmar 2005, 1100-1103). The media, advertising and fashion industries are the main contributors to the deluge of visual messages that besiege our waking moments; it is virtually impossible to inhabit the 21st century and not be aware of the array and inundation of body specific advertising; according to (Stossel, n.d.) its pervasiveness is one of the factors contributing to the continuance of negative body images. Advertising is a ubiquitous messenger; one that saturates an individual’s personal and private thoughts and feelings in its efforts to influence choice and satisfy our desires for the wants and needs it promotes and endorses. In doing so advertising helps construct our perception of the “perfect” body.

With this in mind, we must ask ourselves if our materialistic, consumer society is to some extent responsible for this advertising epidemic. In a media saturated culture whose influence seemingly knows no bounds, attainment of these unrealistic and unrealisable goals is only feasible through digital enhancement (Australian Government: Body image paper 2009,13). Advertising’s current role in society is apparently to convey the message that health, happiness and wellbeing are intrinsically linked to beauty, thinness, money and the ability to posses all that you desire; consumers’ insecurities and self evaluation will drive their purchasing decisions, it is for this reason that advertising is aimed at stimulating positive feelings about the self as related to the product being touted, the so called “self-esteem” advertising (Solomon et al 2009, 132). The Australian government, in its Body image paper (2009, 8) advises that evaluation based on appearance alone leads to its own set of problems; age, motherhood, illness, stress and other factors play a part in how we feel about ourselves at different times in our lives, adding to our insecurities and encouraging more “perfect” body advertising scenarios in an effort to lessen these perceived insecurities with products and services. It is essential therefore, that consumers accept some responsibility for the continuance of this cycle of materialism; by purchasing goods that advertise knowingly unattainable and unrealistic body images, we are perpetuating this cycle and allowing advertising to play a role in forming our values, attitudes and opinions. Identification and comprehension of these marketing tactics allows further examination of ourselves, our lives and where we sit in society.

Interestingly, the advertising industry’s contention that thin models encourage sales is not evidence based; an experimental study in 2004 provided indicative evidence that the effectiveness of average weight models as opposed to thin models was perceived as equal (provided they were of equal attractiveness), and further established that the use of average weight models may inhibit body negativity, allowing a case to be made - that exposure to average body ideals similar to their own provides positive body image reinforcement (Dittmar and Howard 2004, 479-480 & 491). In a different approach, Zinkerman and Hong (1991) hypothesise that purchase decisions are affected more by a person’s ideal self-concept than actual self-concept; with advertising touting thin, it is easy to see where this stereotypical “ideal” comes from. The perception that men prefer or expect thinness in women has been seen as a cause of negative feelings; this perception is further enhanced with “fantasy” and unrealistic body shapes and sizes continually being used in advertising (Solomon et al 2009,133). Manipulation of our bodies does not guarantee satisfaction or a better attitude towards body image. Satisfaction with our bodies Brown and Dittmar (2005, 1090) argue - has more to do with who we are, what we believe, our level of happiness and how we feel. Given these points, it is realistic to surmise that advertising reinforces existing body judgments; and that wellbeing is affected by body image.

Equally important is the issue of whether body/self image could really be more about psychological wellbeing than physical wellbeing. A positive body-image has been shown to enhance self worth, happiness and life satisfaction; with less depression, anxiety and eating disorders (Dittmar 2005, 1081). Dr Peter Dingle (2009) however, asserts that hydration, good nutrition and better eating habits are the way towards wellbeing. Fox (1999, 411-418), and many others add that exercise plays a valid and important part in health, self image and wellbeing. Fox (1999, 4150) provides further evidence that mental health effects body image and that body image effects mental health. The Australian government is taking this issue very seriously and suggests that “body dissatisfaction plays a crucial role in the development of some serious mental health conditions” and has established a National body image advisory group to assess and take action on this subject (Australian Government: Body image paper, 2009, 17).

Wiseman and Brasher (2008) look at “Hedonic” – individualised, pleasure driven wellbeing (which can be equated with body image obsession), and “Eudaimonic” – collective, fulfillment driven wellbeing (in which individuals are concerned more with lives full of meaning and value). Eudaimonic citizens are ones that involve themselves in communities, are interested in quality of life and participate in the social, political, economic and emotional wellbeing of their community. It is not difficult therefore to judge negative body image as detrimental to an individual’s and society’s wellbeing; with awareness of individualised negative behaviours bringing the opportunity for transformation and modification of the thoughts, beliefs and values that lead to these hedonic, self-serving ideals.

Generally speaking, living in a culture that persists in maintaining the adage that appearance matters, that beauty and perfection are something worth striving for, makes it far more difficult for youth to survive adolescence; a fast paced emotional, physical and intellectual process in which a child starts to comprehend who they are, what they want, their beliefs, values and perceptions (Australian Institute of Health and Wellbeing 2007, vii). It is at this time that girls and boys are most susceptible to pressure regarding their looks, how they think and feel and how others see them. Advertising is seen to serve as the basis of how young people compare themselves and evaluate their attractiveness (Venkat & Ogden 2002, 51). The concern however is that this culture of impossible ideals is detrimental to society as a whole; that by perpetuating body and self image dysfunction advertising can have negative effects on a community’s wellbeing (Australian Government: Body image paper 2009, 16). A thriving community is considered to have productive, healthy and happy citizens (The Australian Institute. n.d). Wellbeing is not just an individual concern; groups, communities and society as a whole are affected by negative body or self images that engender poor life choices and unhappy, unhealthy, unproductive individuals and detrimental behaviour (Burns, 2012). It is only through addressing the causes of negative body image that we can expect to have mentally and physically healthy, happy members of our communities; who are then able to contribute to the collective wellbeing of the population.

Certainly, a causal relationship can be made between body image and wellbeing; we are a nation obsessed, even dominated by the “perfect” body. Media images today create often unrealistic and unobtainable standards that dominate how men and women view themselves and each other. The unavoidability of these images, the materialistic society we live in as well as the insistence of advertising executives “that thin sells” increase low self-esteem and body image perception. Happiness, good physical and mental health, exercise and body image all play a role in an individual’s wellbeing - with fit, healthy and happy individuals able to play a greater part within communities and society as a whole. All things considered, do any of us really want to know the answer to the age old question of whether our bum looks big in this?

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