THE BEAUTY MYTH AND FEMALE CONSUMERS - THE CONTROVERSIAL ROLE OF ADVERTISING

Recently, a small number of consumer researchers have voiced concern r egarding the question of how and to what degree advertising involving thin/attractive endorsers is linked with chronic dieting, body dissati sfaction, and eating disorders in American females. To explore the bro ader context of this important and controversial issue, this paper dra ws upon a variety of disciplines and suggests directions for future re search. First is a discussion of problems associated with chronic diet ing and the diet industry. Next is an exploration of the prevalence, c oncomitants, and origins of body dissatisfaction in American females. The paper discusses existing advertising research that gives rise to s everal important propositions regarding the nature of the link between advertising and body dissatisfaction. The conclusion consists of reco mmendations for research and a brief discussion of public policy impli cations.