Body image refers to a person’s perception of their body and how they feel about it. It is a subjective construction influenced by multiple factors, including family, friends, and especially the media. In the digital age, advertising plays a crucial role in shaping and distorting body image, significantly impacting self-esteem and emotional well-being.
ADVERTISING AND ITS BEAUTY STANDARDS
From TV to social media, advertising has established often unattainable beauty standards. Skinny models, flawless skin, and unrealistic body proportions are presented as the ideal to strive for. These stereotypes can lead people to constantly compare themselves to edited and manipulated images, resulting in dissatisfaction with their bodies.
The problem lies in the fact that these representations do not reflect the diversity of real bodies. By promoting a uniform and limited aesthetic, advertising contributes to negative body image, especially among teenagers and young people who are in a crucial stage of identity development.
EFFECTS ON SELF-ESTEEM
The relationship between body image and self-esteem is close. A negative perception of one’s own body can lead to low self-esteem, affecting mental and emotional health. People who do not feel good about their bodies may experience feelings of shame, anxiety, and depression.
Studies show that constant exposure to idealized images in advertising can increase body dissatisfaction. Although this problem has primarily affected women, who have always been in the spotlight and subjected to beauty standards and trends, more and more men are being subjected to similar pressures. The growing concern over muscle mass and physical appearance in men reflects how beauty standards are also negatively impacting them.
INCLUSIVE ADVERTISING: A NECESSARY CHANGE
In response to increasing criticism, some brands have begun to adopt more inclusive and realistic advertising. Campaigns that showcase diverse bodies in terms of size, shape, skin color, and physical features are gaining ground. These initiatives aim to promote a positive body image and greater acceptance of diversity.
However, these efforts are still insufficient. It is crucial for more companies to join this trend and for inclusive representation to become the norm, not the exception. Only through authentic and varied representation can the damage caused by decades of unattainable standards be countered.
PROTECTIVE FACTORS FOR A HEALTHY BODY IMAGE
To mitigate the negative effects of advertising on body image, it is essential to develop protective factors that strengthen a positive perception of one’s own body. Education plays a fundamental role. Informing young people about image manipulation and the unreality of beauty standards can help reduce the negative impact of advertising.
Additionally, fostering a family and social environment that values body diversity and promotes self-acceptance is vital. Support from friends and family can act as a buffer against media pressure. It is also beneficial to promote activities that do not focus on physical appearance but on personal skills and achievements.
THE ROLE OF PSYCHOLOGY IN BODY IMAGE
Psychology professionals can play a significant role in improving body image. Through cognitive-behavioral therapy, negative beliefs about one’s own body can be challenged and changed. Additionally, intervention programs designed to increase self-esteem and promote a healthy self-image can be effective.
Individuals and communities need to work together to foster a positive body image. Collaboration between psychologists, educators, parents, and the media is key to creating an environment that celebrates diversity and promotes emotional well-being.
Body image should not be a source of distress but a celebration of human diversity. With the collective effort of society, we can create an environment where all people feel valued and accepted just as they are.