Advertising is so pervasive in our society that it may be difficult to imagine life without it. It has been estimated that the typical adult views from 400-600 ads per day. Advertising can be found in newspapers, magazines, television, Internet, the side of a truck, a logo on a T-shirt....and the list goes on. But it wasn't always that way.

There was a time when the majority of people had very little money, so they bought only what they needed such as flour, eggs, fabric, a horse, a sewing machine or materials to build a house. However, in the mid 1800's, innovations in manufacturing techniques resulted in the mass production of items at a low cost. But how could a manufacturer convince people to spend their hard earned money on things that they didn't perceive as a necessity? The answer: advertising.

Advertising can be defined as the non-personal communication of information, usually with the goal of persuading the viewer/listener to buy a product, service or idea. Since the conception of modern advertising techniques in the late 1800's, consumers have been closely studied to determine which advertising strategies are more effective at getting them to take action (i.e. buy the product, service or idea). One of the most effective strategies has been to tell people that something is wrong with them (or their life) and needs to be "fixed". Of course, the manufacturer then proceeds to tell the consumer that they have the solution...their product. One of the outcomes of such a technique is that people begin to believe that there is something wrong. When a person buys into the idea that something is wrong with his or her appearance, the result can be devastating to his or her health.

A negative body image can impact self-esteem and mood. It has been linked to many health related consequences including depression; anxiety; increased substance use and abuse (drugs and alcohol); the initiation or increased use of cigarettes; the use of anabolic steroids in men; problems associated with restrictive dieting; and eating disorders, especially anorexia.
Research on how people perceive their bodies and appearance indicates that there is a growing dissatisfaction with appearance especially that of body shape and size. The magazine Psychology Today has carried out several body image surveys over the past 30 years. Body dissatisfaction has risen for both women and men over the years. Women's dissatisfaction with their bodies has increased from 25% in 1972, to 38% in 1985, to 56% in 1997. Men's dissatisfaction with their bodies has tripled over the years from 15% (1972) to 34% (1985) to 43% (1997).

The rising discontent of people with their bodies has been linked to many factors, including advertising. But how could this be so? One explanation is that advertisers have used unrealistic images that promote unhealthy "ideals". We often see the image of a young, tall, thin woman with long legs, broad shoulders and big breasts. This silhouette is extremely difficult to achieve for most women. It has been determined that only about 5% of women have the genetic potential to achieve such proportions, and a much smaller percentage (less than 1%) actually look like this. Yet it seems to be all we see. The male image that is prevalent in advertising is also not a reflection of the typical male. We often see a young, hairless, buff (lean and well muscled) guy with broad shoulders, a narrow waist and a "6-pack" of abs. Again, only a small percentage of men actually posses the genetics to achieve this look.

If a manufacturer is trying to get you to buy into the idea that something is wrong with you, they will not use a person in their ad who looks like you. If they did, you might think that you don't need to buy the product and are fine just the way you are. Advertisers have discovered that using models who represent an unachievable ideal will boost sales. The problem with an ideal is that it is not meant to be attained. If most people attain the ideal, then it becomes a norm, and new ideal needs to be introduced. The ideal body for women has changed dramatically over the years.

The images we see in ads are carefully contrived. Features of the models are accented using hairstylists, make-up artists, lighting technicians, high quality cameras and skilled photographers. Hundreds of photos are taken and the best ones are selected. Often these efforts are not enough to create the desired image. Computers are regularly used to manipulate an image by removing blemishes or wrinkles, lengthening legs, and even shaving inches off thighs or abdomens. All of this creates an image that is truly unachievable!!!

Placing attractive people with ideal bodies not only increases sales of products related to personal grooming or appearance, it can also affect sales of just about any product. There certainly is some truth to the saying "Sex Sells". For example, sales of Samsung microwaves soared following a 1998 advertising campaign that showed a "buff" male torso clutching a microwave. How can this happen?

Part of the explanation is that advertisers know that "beautiful" bodies attract attention. Consumers also make a link between qualities of the physique and the product. In the microwave ad people saw what might be considered a strong, powerful body and transferred these attributes to the microwave. Also, marketers use a strategy called the "means-end chain". The theory behind this strategy is that there is an implied link between the attributes of a product and the values that we consider important, such as a sense of belonging, self-esteem, happiness, prestige, or success. For example, an ad to sell a new triple-blade disposable razor will show a smiling, attractive man with a clean shave and an attractive woman "checking him out". The consumer will link the attributes of the razor (triple-blade) to the consequences (a close shave) and then to a life value (attracting attention from women). The idea is that you would buy this razor not just for the shave, but for what it can do for your life. Research indicates that adults, and even children, attribute qualities to attractive strangers (fun, happy, intelligent, popular, successful, in control etc.). Placing "beautiful" people in an ad can complete the means-end chain.

The effect that advertising has on body image is real. Studies looking at this issue reveal that females who are exposed to many images of ideal women are more likely to report a negative mood and bad feelings about their own physique. This is particularly relevant for adolescent girls, but women of all ages are influenced, especially those who invest a lot in their appearance. Men are similarly affected.

It is not yet clear whether advertising creates a negative body image or merely reflects and magnifies a cultural preoccupation with appearance. Nonetheless, advertising can contribute to negative feelings and negative health behaviours. Here are a few strategies you can use to not let advertising affect you in a negative way:
* Become informed about the strategies that advertisers use to encourage you to purchase their products or services. The more you know, the better you will be able to put the images you see in ads in perspective.
* Critically examine the ads you see. What is the underlying message? ("beautiful" people have it all, there is something missing in your life?)
* Remember, ads are carefully constructed messages (and images), NOT a reflection of reality. Chances are the person in the ad has been modified in some way to appear more attractive.
* Talk with others about advertising and the way it can make you feel.
* Look around. Do a majority of people you see on the streets, in the metro, in your class or at work look like people in the ads?
* Reduce your exposure to ads. Don't buy magazines that have numerous ads portraying "ideal" bodies. Alternatively, tear the ads out. Turn the TV to "mute" during ads and do something else for a minute or two. The less ads you see, the better.