These images were taken from three different publications. How do you think these images tie into Spitzack's article? Are they intended for different audiences or the same ones? Are they offensive in any way? How are they alike? different?
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So what do you think? How do they relate to Spitzack's argument?
Spitzak’s piece presumes that a predominant image exists and it does, but not in reality..it is the image of society…and in our minds…to be perfect. “The demand for a perpetually youthful body, which utterly opposes the realities of human physiology, intensifies women’s bodily concerns because of the feminine ‘ideal’ is modeled after an inexperienced, pre sexual adolescent girl.” All of the women portrayed in the ads are attractive and sadly, “the average women compares herself to an illusion.”
It is suggested that women are in a constant flurry of trying to be perfect, and thus, adding to the economy. Even women who are not at their “perfect” weight are still contributing to the economy because although you can’t lose 20 pounds overnight, you can do other things with the purchase of beauty products..even when stocks decline, lipstick sales remain steady. Then the question arises too of the amount of money women and men spend on weight loss products, programs, and the like as well. Look at Nutri System..and Weight Watchers…and LA Fitness…where would they be if everyone was thin???
I think the ads “back” Spitzack’s argument. The “Sweet Equity” ad for vitamuffin vitatops is from the Weight Watcher’s magazine. Obviously, this girl does not need to “diet” per se…look at her..but in line with Spitzack, she is saying that women must constantly strive for that perfect figure..(is it ever attainable? …you can never be too rich or too thin..) and ironically this appeared in the “dieter’s” magazine...Vitalicious would have better off showing a “normal, average sized woman eating their product, or even someone above average weight saying that their product helps them on their “journey” of weight loss…their readers could identify with that..not some skinny girl exercising. Talk about demeaning….it’s like she can’t get thin enough… “on going self assessment” she doesn’t look like she needs to diet, but the ad represents what Spitzak is saying. “An expansion of female body “problems” arises in the discourse of health and is reflected in women’s descriptions of the ideal female body in American culture. In turn, increased problems call for greater discipline or guardedness” Health s defined by “aesthetic concerns.” But how depressing is this ad for the overweight? It appears unrealistic and makes me feel worse about myself…thus creating a domino effect of reaching for food from the refrigerator…
The Olay ad is from More magazine, which is geared to women over 40. At least this model in the ad appears to be over 40, however, she too is one that is well preserved, and thin, and airbrushed. Again backing with Spitzack is saying…you have to look good at any age..it never stops…”They have taken remarkable steps to prevent physical signs of age. In reality, the appreciation for older women masks demands on women to regulate and restrict their bodies well beyond “youth.”
The Got Milk ad is from Shape. This one gets my applause the most, yet, you have to wonder…what if she was wearing jeans and a sweat shirt?? Would she have the same impact? (…”women assist in the strengthening of feminine imagery within culture by displaying, in a most visible fashion, continuous readiness for the gazes of others.” ) The fact that she is wearing RED screams look at me, give me attention..for the male gaze…there to be seen by others…but at least she is normal size …
But I find Spitzack’s comment on “And only the woman who is supremely confident, certain of her value, engages in the anti-fashion game of fashion”…true…it takes a confident woman to wear red…
The “women in magazines are just totally perfect….They’re not real.” So you see why most of us get caught up in this??? Excuse me, I’m late for my botox injection.
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