Could The Swedish Approach To Advertising Help Women Body Image?

advertising affects body image

There Is No Denying The Perverse Way That Advertising Affects Body Image



The statistics on women and their body image show


Approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape. Unfortunately, only 5% of women naturally possess the body type often portrayed by Americans in the media 

58% of college-aged girls feel pressured to be a certain weight.

More than 1/3 of the people who admit to “normal dieting,” will merge into pathological dieting. Roughly 1/4 of those will suffer from a partial or full-on eating disorder.

In a survey, more than 40% of women and about 20% of men agreed they would consider cosmetic surgery in the future. The statistics remain relatively constant across gender, age, marital status, and race.

Students, especially women, who consume more mainstream media, place a greater importance on sexiness and overall appearance than those who do not consume as much.

95% of people with eating disorders are between the ages of 12 and 25.

Only 10% of people suffering from an eating disorder will seek professional help.

These should not be too surprising when you consider the fashion articles and the ideal women body image portrayed


advertising affects body image


These images are even with us in the shopping mall with impossibly skinny mannequins display their wares and distort the American women body image at a time when, ironically levels of obesity are increasing dramatically due to poor diet and less exercise

Thank goodness therefore that in some parts of the world at least, the advertising of women reflects the reality of what a women looks like. Check out these mannequins from Sweden in which the mannequins show a fuller and, well, more normal figure


advertising affects body image


I don’t know about you but they seem more natural to me and much more appealing as a result?


Perhaps we should be insisting that all of our stores show normal sizes and this will go some way to helping improve the affects of advertising on women body image