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Abstract

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper explores the effect advertising in the form of television, magazine and billboard media has on the female consumer with regard to body dissatisfaction and eating disorders. It is conclusive from the research that respondents believe that there is an association between the advertising of the thin ideal and body dissatisfaction and eating disorders.

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