wooo... to be or not to be? Beside some individual representations like Tom Hanks, do you have any research that shows: if you give "normal" people into your communications, you will reach the same or better market position as your compettitor with "ideal" people in their communication?

I TOTALLY AGREE WITH YOUR ARTICLE and that marketing has social responsibility, but let's assume that we start advertising "ussual" people and all the girls start wanting to be "normal". Would that change their problem of being fat? Would that stop eating disorders? Are they normal at the moment?

If we go even further - let's use an average person for advertising. If that person is too fat (and at the moment being fat is one of the bigger health problems in western nations), is it ok that we promote - yes, it is ok that you're fat. Use our products and stay fat...

Well, I don't know if I have shown the point here. I think it is not ok to have too skiny models (I don't like them and therefore don't use them). But on the other hand, I don't think changing the models will solve the problems you're talking about. There are just too many other causes of this problems. Advertising is just one of the causes that people start eating far too less. But their being-fat problem is not caused by advertising clothes (for example).

On the other hand - you made one really good point: successfull marketing is not about skinny models.

CK,

I agree with your argument; however, as one who worked full-time for two separate non-profits, messaging, as Dusan points out, is complex at best.

I found your stats intriguing, but wonder what they tell us. Are "81% of 10 year-olds afraid of being fat" because of marketing images or for other reasons, as well? Such as, 1) they are overweight, 2) they are receiving pressure from family and friends to lose weight, or 3) they are being teased about their weight.

Marketers' messaging through human images is tricky. But can we say for sure those messages are the primary reasons for people to dislike their bodies? Would many of us hate our bodies with or without marketers?

Finally, yes, we should use a diversity of images when promoting products. Doing so is both the right thing to do and, I believe, will increase sales. But I am uncertain it will help much to change feelings of body image inadequacies.

I think the problem is a societal one, which marketing contributes to but cannot alter to a great degree.

Lewis

Dusan: Thanks so much for your thoughtful feedback :-). And you are RIGHT in that we have major issues on both sides of the scale (obesity is unhealthy and a terrible epidemic, no question). I'm looking for that "healthy middle".

It's hard for me to show research from back when we didn't use such skinny models (like when "Twiggy" was an outlier...heck, that's why they called her Twiggy!) since the earliest info. I can get eating disorder info. from is early 90s but I do contend that if we were to use "average" weight (doesn't have to be a size 20, but let's stop with the size 0!) that it would definitely have an effect on eating disorders and self-image. Marketing and advertising are so powerful.

As for research on "normal" vs. "ideal" people in advertising, I'll keep looking but that proves tough since in these fashion-forward industries everyone is using skinny as the benchmark--so I need to find apples-to-apples comparisons.

Perhaps we can't solve all the problems--but I believe we can do much not to perpetuate them. I'm supporting that marketing has social responsibility implications...and that average does sell, like with my celeb examples (which, I fear, many in marketing and media don't "see").

Lewis: Thanks for your thoughts. You ask..."But can we say for sure those messages are the primary reasons for people to dislike their bodies? Would many of us hate our bodies with or without marketers?"

No we cannot say for certain. But I do contend a correlation between the images/messaging and body image. I find myself thinking more about weight in the last 10 years than I did 10 years ago (but not enough not to eat!). And I find my friends talking about it much more--even though the ones talking about it are still slender.

Now, would we women find a reason to gripe about our bodies sans marketing messages? Likely :-). But likely not nearly as much--the pendulum has swung too far. And we need to be more responsible. My concern is our nation's all-too-impressionable girls.

CK,

Your right of course. I just wanted to add some questions so that we can also take a 10,000-foot look at this huge issue.

Just a note: As a young boy, I hated my body (too skinny). Now as an adult male, I am happier with my image but wish I could lose some pounds without exercising or eating less. (No cut off 10 pounds of ugly fat jokes, please.)

Keep on keepin' on, CK. You are doing important work here and at your blog.

Lewis

CK - As a technology product marketer,I haven't had to worry much about social responsible marketing,body image,obesity-inducing products, etc. But as the aunt of two much loved pre-teen girls (9 and 10 years old) I'm concerned with the messages that we're sending girls about the feminine ideal. Girls come in all different shapes and sizes,some girls get thicker before they get their height, etc. That's life. I'm always trying to point out to my girls where "marketing artifice" is at work. The Dove ads are a great learning device. We talk about how everyone wants to be attractive, and that's OK, but that in "real life" nobody measures up to false,manufactured standards.

Of course, as Dusan pointed out, there's also an obesity epidemic, somewhat tied to the growth of fast food junk eating, but also tied to larger societal issues around more sedentary pursuits for kids (video games, etc.) and whether, for all the emphasis on organized sports for kids, do kids get enough "free range" running around these days?

All very complex - as Lewis says,it's a societal problem - but one that I think marketing can help work on (at least a bit).

Then there's my personal favorite: turning our kids into mini-consumers, targeted for their "purchasing power" to consume all kids of junk they don't need and that won't make them happy, healthy, or wise. (OK, not letting this happen to your kids is what parents are for, but I really find most ads targeted at kids pretty offensive.)

Sorry for the rant(s) - I'm happy that CK's raised the issue.

any of you see the movie the devil wears prada? well, probably the movie itself is not so great but in all the movie you can catch this sense of how fashion is being thin in fashion. i used to work for a fashion company in the roaring 80s in italy: wow! great but at that time models were definitely more "fat" than today and they were older ( average age was 20 and something while now you can easily find average catwalk of 18). marketing can do a lot for the too thin and the too fat. no need to get a skinny model to make women dream about gorgeous clothes if you are good at designing.

"Perhaps we can't solve all the problems--but I believe we can do much not to perpetuate them."

Getting rid of "heroin chic" should go a long way to achieve this end.

Nice post. Thank you for entering it into the conversation.

Maureen: I think that responsibility needs to be our guiding compass for all these initiatives. If we were to vette the hurt vs. harm argument (and be realistic, not rationalize) we would see less of these harmful strategies/tactics.

While the harm is readily apparent to us, it's not to our youth. Sure, companies are out to make money. But relying on a good product and good principles can net into ROI. Your nieces are lucky to have you looking out for them :-).

Gianandrea: I just caught that movie last week and you're spot-on...'twas so telling when Meryl Streep said "you didn't choose that color sweater, it was chosen FOR you, likely in this very room."

I'd love to hear your high-fashion stories someday. I clocked time in the retail sector--but never got to see the runway action.

Cam: Thanks. Yes, these "small steps" can equate to BIG change. Tipping points like Spain, Italy and Dove help to make us better marketers (average-weight images are nothing to be afraid of, in fact we'll all better relate to the product).

CK, This blog is near and dear to me. I am 6'1" and I used to model. I starved myself for years. It was horrible to look in the mirror and see any flesh. Fortunately I never got sick and since I have had a child I have nice tire around my tummy. I of course had to be thin to work but I think my body issues began in high school. Boys make fun of fat girls, girls make fun of fat boys and vice versa. It's more than just the media. It's social pressure.

Have you seen Ugly Betty yet? It's very sweet and and a little campy but it is sending a good message. It's written for a younger crowd and I hope it doesn't get canceled.

Great post and a very complex issue. I love the Dove campaign because it shows real faces as well as real bodies.

"Why are marketers so worried that average won't sell?" That's a great question, CK, and an important issue to raise in an era when my daughter asks me if she looks "fat" in her jeans. (She's NINE. And so NOT.)

Two things to add to this active discussion, CK: One) there's a new book out called "Packaging Girlhood" (by Sharon Lamb and Lyn Mikel Brown) that looks at marketing to girls from the psychological/social realm and considers what girls think is pretty/beautiful (among other things) and why. And, I want to acknowledge that even if we all wish women/girls didn't go for aspirational images, they/we sometimes do. However, in the longer run - if you are a brand investing in women, my guess is you'd do well to pay attention to this discussion and take a risk in using real-size and real-beauty women (models or not). More and more women are realizing they have a voice/vote in the dollars they spend - and, over time, they could get more demanding of their favorite brands. The first advertisers in each industry to reflect this more realistic version of beauty will get everyone talking and grow sales (as per Dove and Nike etc.)

When my daughter was twelve years old, she had starved herself down to 60 pounds and was near death. Fortunately, with the help of a good therapist and a dietician who was a recovering anoretic herself, she was able to turn herself around and is now a healthy weight. Unfortunately, eating disorders, much like alcoholism, are never "cured". This is something that my daughter will have to deal with for the rest of her life.

Do I hold marketers responsible for her illness? Partially, yes. Obviously she had to get the idea that thin = perfection from somewhere.

I find it disturbing that marketers may be turning the corner on this, not out of social responsibility, but because super-skinny models may not be "hot" right now.

Any of us who attempt to influence others by our words and actions should consider ALL the results of those words and actions, not just the bottom line.

i think that skinny models, as for the bold stuff sometimes used in advertising, are used because can add up to weak strategy and flat creative idea. we you get too bold you hide your weakness.

You'll never get rid of the Wizard. Instead, pull back the curtain and expose him in an engaging way. My daughter has watched this piece a dozen times, and she's much the wiser for it:

http://www.youtube.com/watch?v=uT4dpFpiTgk

CK- I'm glad that you and I joined the Profs at the same time. Coming in as a new guy, I was initimidated by these profesionals, but you've helped me feel pretty bold. You are doing a great job!

I could talk about this issue for days! I've been on it, in it, around it for most of my life.

When I was a boy, I was rail thin. I was the skinniest boy in my school and I received endless amuonts of teasing for it- from both boys and girls. I hated my body. Hated it. I wanted to gain weight so desperately, but no matter how much I ate, I just stayed skinny. I was constantly sought out by bullies for harassment and had to learn to defend myself against bigger, stronger boys. It made me a lot tougher than I would have liked to have been. Still, I hated being so skinny.

In 1982 I fell in love with cycling and it was cycling that helped me to get over my body hatred to some extent; it was still there, but at least being skinny as a competitive cyclist was something good. I excelled at cycling and became really good at it, thanks to the great strength to weight ratio I had. But I still wanted to be bigger and more muscular so that I could get the attention of the girls. (Let me tell you, being 6' tall, 100 pounds and having shaved legs in Alabama in the 80's was NOT the way to pick up girls... trust me.)

I stayed this way until about 1996 when my metabolsim suddenly went the other direction and I began to put on weight and muscle for the first time in my life. In '96 I qualified for the Olympic Trials on the track in the Match Sprint. At that time I weighed about 180 pounds- easily still 40 pounds lighter than my rivals. It was this "too light" fear that sent me into the weightroom to try to bulk up as much as I could for Trials. Instead, I trashed my back and knees in the foolish pursuit of extra muscle and threw away my chance to go to "the big show". (It took me nearly two years to be able to ride comfortably again.) Even though I had been gaining a little muscle, it still wasn't enough.

Now, at 215 pounds (or so) and 6'3", I am pretty "normal", though for a cyclist I am very heavy. For the track, which I prefer, I am nearly the perfect size now (Yay me!). Still, I struggle with a new body struggle of feeling too fat some days. As Mike pointed out above- you are never cured, you just learn to handle the struggle as it adapts with you. I cringe at the site of myself because I don't fit the unattainable ideal that I do not even know what it is.

I'm getting better at dealing with it. I certainly am not willing to give up on my beloved fried chicken or beer... or BBQ... or hamburgers... or carne asada burritos. I feel fat, but I still ride my bike nearly every day and I'm still competitive at the elite level, so I'm doing "ok".

Over the years, I dated many women who had serious disorders that made my "bad self image" issues seem like nothing. I had to take one to the ER to have her stomach pumped after downing an entire bottle of weight loss pills, I carried another to a waiting ambulance because her bulimia had left her to weak to walk to it. I went to the funeral of a girl who was the best friend of a girl I was dating; she died of a heroin OD because she thought the heroin would keep her thin enough to keep modeling.

I worked in the fashion industry in the late 80's and early 90's. I went to the shows in LA and NY each year for each seasonal debut. I had a great time and got to stand next to women I adored; Linda Evangelista being one (my God I loved her). Some of those women were totally normal, just thin. Others, you could smell the vomit on them. I was glad to get out of the fashion world.

Now I have a daughter of my own. She's 5 and is stunningly beautiful to her daddy. She leads me around by the nose and is very much a Princess (she's sleeping in her Cinderella costume as I type this). All I want is for her to be happy with whatever shape she ends up having. I don't want her to have a single day of self conscious worry. I know that is unrealistic, but I still want that for her. Still, I'm scared. She was crying one day when I was getting her dressed and ready for school; she didn't like the clothes I'd picked out for her becuase she felt they wouldn't make her pretty (she wanted to wear the dress and not the sensible playground attire I'd selected). I was shocked that she would have that idea in her head already.

Marketing can play a huge role in helping to improve this situation, but it is never going away. Japanese women are still binding their feet to fit an ideal. Women of the African continent are still wearing wooden plugs in their ears or metal rings around their necks that eventually cause the muscles in their necks to atrophy to the point where they will no longer support the weight of their own heads. Women of the renaissance wore corsets so tight and restricting that they passed out from not being able to breathe.

My point is that no matter how hard we try to remove these silly and damaging views of what beauty is supposed to be, we'll never get rid of it. I'm one of the biggest dreamers you'll ever encounter and even I don't believe we can change the world that much... but I'm still gonna try.

Tammy: Thanks so much for your insight (it's so amazing to hear from people INSIDE the fashion world). This blog is dear to us all--so great you said that :-). Pressure is everywhere. Amazing the study they did years back where the teacher told first-graders that "only kids w/blue eyes are worthy". The kids' self-esteem plummeted within 1 day. These messages are loud and clear, whether the authority figure is the teach, your peer group or the media. Would love to see Ugly Betty and have heard rave reviews. Alas, I'm too busy blogging :-).

Ann: Just tell your beautiful daughter that she looks great in those jeans. Having seen a picture of her last week I can only say to you--get a shotgun, she's gonna break a lot of hearts.

Andrea: Thanks so much for your suggestions--you are the authority on marketing to women! I've bought the book you suggested. In this authentic era, where there are MANY YouTube vids showing stars w/out makeup and "the wonders of photoshop" we best keep it real. I think the blogosphere (or YouTube) will do much to hedge this waif chic. Point of fact...who's the hottest female property on YouTube? LisaNova (just do a search). She's smart, funny, beautiful, bold...and average weight. Look for her to take some spots on Sat. Night Live or some ads in MSM.

Mike: Very dear to all readers that you shared your story. I can't imagine her struggles and the struggles of your entire family. You bring up an excellent point that many marketers will "feign authenticity and responsibility" in order to sell. I can tell you that this female will work to out 'em...as will an entire blogosphere. It's equal parts fascinating and heartening just how self-policing this place is. That said, I'm fully aware it will take years for MSM to catch on. Again, thanks for sharing such hardship. My best to your family.

Gianandrea: Ha! "They're compensating". That's what I got from your line. classic.

Tom: Ah, the wizard. He is a pesky little fellow, eh? thanks for placing the link in the comments. I have been positively transfixed by this video. Do a search in You Tube under "stars without makeup". Enjoyable to see user-produced vids, too (vs. company or agency).

The Dove Models were AMAZING on Oprah. Kudos to them.

This is a good blog on Kirsty from Jenny Craig.

http://jennycraig.com/kirstie/?leadsrc=2100>se=goog>kw=Kirstie+Alley

Tom, Tom and Brad have been in the top page of bankability & marketability
http://www.ulmerscale.com/AboutUS.htm
All three have donated millions to helping illiteracy on the planet and helping children get the right start. We need all of their help on this planet.

Marketing "average" and heading towards Organic eating will help all marketing surveys turn stats toward big bucks in survival now--thanks to the Baby Boomers. I

You are an amazing researcher. Thank you for printing your stats on influences to our tweens.
The new facelift is Photoshop. :-)
Kathy

In ads as in movies you tend to create a fantasy/ideal situation.That I suppose is the reason why ads and movies depict models/actors in such way.I suppose it has a lot to do with what the majority feels as an ideal condition of your body or the aspirational body look.
I belong to the south of India and here the perfect man is one with a small potbelly and moush and the perfect girl is buxom to western standards with large thighs,chubby face and little pot belly.Hence our ads and movies present the same.
But yes if this can create eating disorders and health hazards it has to be dealt with and mind you marketiers and movie makers has a role to play.

Sorry for my lateness to respond. I was eating too much yesterday so I wasn't able to touch the computer again. :-)

I have a niece of 13 and she's a swimmer. She feels good in her own body, not worring about it mostly. OK, sometimes she would like to have different skin or something but nothing that lasts more than a minute.

And she's very exposed to advertising. But I think that most of the job was done by her mother (not my sister:-)). She was allways ready to discuss things and let her know that she's beuatifull. Actually, most of the thanks goes to her mother and father as well.

Therefore, my major tought in this case goes to communication in the family and in the society. When people will start talking more on this subject (and this blog is great), the marketing will change. You won't make it by pressing to the advertisers. Some will listen, but most won't (inercia). You will make it by pressing to the parents to tell their children to be themselves, not to be the model.

As for the research part - I think it can be researched and I think I have seen some research (I just don't remember where). But most probably the results are very... predictive.

It is the question of heroes. As you look in the movies, the main character is ussually a very smart, nice looking or very strong person. It has to be something that people involve in and makes them feel - that's me (or somebody I would like to be with). So if you would make the "Superman" with Michael Moore as main character, it could be just a funny movie, not a "blockbuster".

And teenage girls and boys are looking for heroes. Not for geeks (except if a geek is very very smart person:-)).

So next time that the father says "o what a babe" when seeing an advert, let him think what he just said to her daughter next to him?

As for that matter: CK, you're great looking. :-)

Unfortunately these image problems persists long into our lives. It takes a concerted effort to breakdown the prejudices and self-expectations that we have -- and often we don't even notice their existence in the first place.

At least if (as Tom says) we show the Wizard for what he really is, then it opens the conversation. Let's hope this conversation continues and grows!

and do not forget all the frustrated parents willing their sons and daughters to be part of the glamourous world of the fashion biz. unfortunately, this is something that we cannot fight with.
tim, linda evangelista did her first job in italy with the company i used to work for. it was a catalogue shot by patrick demarchellier.

Wow...you guys (and gals) just floor me. I think what I love most about blogging is finding out--through every post and comment--just how many good marketers/people there are among us. To those who say we marketers are only out for ourselves, I point them to these comments.

You're gonna hear a lot about how successful "meaninguful income" can be. I look forward to finding more examples.

Tim: Thanks for sharing, yes keep dreaming and trying. How kind of you to share your story...especially in addition to your great posts. I thank you :-).

Kathy: thanks for the great links. I've enjoyed following Kirstie Alley (what a smart gal). Cute what you said about "Photoshop as the new Facelift"!

Midhun: Thanks for the global view...this is one thing I want to work on more as it's too easy to get caught in the US bubble (I'm already in the NYC bubble).

Dusan: Yes, we are looking for heroes. Very well said. My favorite movie heroes also involve the seemingly ordinary...like Gene Hackman as the heroic coach in "Hoosiers" and, of course, Forrest Gump--who, when asked what he thought he'd be when he grew up responded, "Well, I guess I'll be me". Can't get more average--or more terrific--than that.

Thanks to Gavin who always supports and promotes the community. And to Gianandrea, too who bring us a "Roma" perspective. Bravissimo!

The Dove campaign in China is VERY different than the US campaign. Check out this billboard in Shanghai, from the Banterist and via Nedra Kline Weinreich's Spare Change blog, which is http://www.social-marketing.com/blog/

Anyway - the billboard is here:

http://www.banterist.com/archivefiles/000346.html

Thanks, Ann...this is really telling. I understand that what the Chinese are after is not thinner--but whiter. So that's what they're battling. I'll check out Nedra's post.

Why anyone would want to be pasty-white is beyond me (this Irish girl burns far too easily), but the grass is always greener, I guess.

Yes, Forrest Gump! The hero of every good marketer. :-) I just can't forget all the fans (girls wanting to be thin) running all over USA with him (their hero).

So... no matter what we do, we create a hero and girls will want to follow him/her.

And the ever lasting question I'm facing regarding the question you have raised: "Who am I to judge, which hero is a good one?". I agree that thin models are not a kind of hero that I would want my children to follow. But on the other hand, if we marketers happen to produce another hero (more "normal"), how will this end up? Which new sickness will be raised or discovered?

If we put Forrest Gump as a hero (oh, he's mine), what will happen to young girls?

Enough of me, I'm all over this post. :-)

I see three things going on here:

(1) American are fat asses, pampered, lazy, mediocre, and imitative, with very little independent judgement, slaves to peer pressure and advertising liars.

(2) Americans worship ideals like democracy, freedom, patriotism, world dominance, and emaciated models/rich celebrities.

(3) Parents and teachers don't teach independence, critical thinking skills, and logic sufficiently.

We have to enjoy our role models, but be skeptical and cynical about them also: parents, teachers, politicians, pastors, priests, mentors, all authority and influencers.

Why can't we teach children to be authentic, to stand apart from the crowd of lemmings leaping off the various cliffs?

We need much more Anarchy, Radicalism, and Free Thought.

More questioning and challenging, in churches, homes, schools, blogs, companies, etc.

Command and Control is dead.

Long live Cooperation and Community!

Dusan: "If we marketers happen to produce another hero (more "normal"), how will this end up? Which new sickness will be raised or discovered?"

You surely don't ask any easy questions (a compliment). This is gonna require more thought and I have to hop a flight to TX for travel this week...so let me think on it. Hmmm.

Vaspers: "Why can't we teach children to be authentic, to stand apart from the crowd of lemmings leaping off the various cliffs?"

So glad you've joined the conversation here (folks, Vaspers' tell-it-like-it-is style has taught me some of this era's best lessons).

I don't think parents aren't encouraging their kids to be unique...they are...I think it's a balance with kids wanting to "fit in" as peer pressure is so great. In the book Freakonomics it shows how kids are more influenced by their peer groups than by parents in a certain age bracket. And that can be at odds with parents working to spotlight their individuality. It's a great book--and terrific chapter in the book (Chap 5).

Who's influencing the peer groups? I vote media/advertising has much pull here.

All: This has been so interesting/enlightening. Too bad I need to head out of town.

This is a very good subject, but where to start. I have to put a lot of the blame on the media, whether it be t.v, radio, or newspapers/magazines. I happen to be a huge fan of Kelly Clarkson, who you mention in your blog. So, I'm going to use her as an example. She's 5' 4" and about 125-130 lbs. Which I think is perfect. But, because she is curvy, and has an amazing BOOTY (lol) she gets criticized ALL the time for being too fat. I'm sorry, but, I just don't see it. I think she is a great role model for kids, because she says she won't diet, or conform for anyone. She says people are paying to hear her sing, not because she looks like a model. You mentioned she went blonde and lost 20 lbs. I'm assuming you were talking about summer/fall of 2005. She did go blonde for awhile, now it's dark brown and short, has been since spring. But, she's always changing her hair, she did on American Idol also, not, because she feels she HAS too, to keep up with the other girls. She may have been thinner then too, but, she had been on tour for over a year at that time, she now looks like she's at the same weight as American Idol. My point being, she is not fat, but, the media always say she is. If she was a weaker, more insecure person, she would feel the need to diet, and change, to make them happy. But, if she did, the same media would be saying she's TOO skinny, with pictures of her all over the tabloids, like Nicole Richie. It's time for people to except the fact, we are all different. Not everyone is going to weigh the same, why pick on people when they are different from what the "so called" norm is? Yes, there are the extremes, that are unhealthy, too fat or too thin. But, the in between is a vast range. Just except people for who they are.

~Steve

Wish you a toughtfull, but not stressfull flight. :-)

On the other hand, I have also read about research proving that most of our behavior comes out of gen's and society, much less comes from parents instruction or raising behavior. Which means - parents, you can't do a thing, except putting boundaries into lives of your children.

And I believe that's the truth. Even tough my niece seems influneced by her mother, it might be that she'll turn away from her instructions quickly in next years?

Still, at the very end, we come up with a final question that gives headache and I have written before (thxs for the compliment CK, means much to me): "Who can stand up and say - this is what you should do and there will be no problems."

Very nice article, with many good points addressed.

to chime in with my own: you don't really need to look too far to see the effects marketing has on children, particularly young girls. A great example is Barbie. Every girl who grew up in the US in the last half century wanted to be like Barbie. Barbie has always been the "ideal" girl, and she was marketed that way. So "ideal" quickly became blonde, skinny and busty. This desire to be like Barbie is what started young girls to become more concerned about their looks and their weight.

The girls grow up into pre-teens and teens. What do they do when they stop playing with Barbie? They read Teen, YM and Seventeen magazine. They look through pictures in the magazine and read some beauty tips. They look at the ads for cosmetics, clothes, hair care products and they share with eachother how they want to look like that model.

Yes, each of these issues being debated is societal. But marketing truly plays a MUCH bigger role in influencing how a girl feels about herself. Those feelings are compounded by the few comments (negative or positive) they get from friends and family. Their friends and family won't tell them about their bodies as much as they will see images of what is considered "ideal" through marketing.

Thank you for positng this!

You know, the day my eight-year old son looked whistfully at the TV, sighed, and said, "Dad... I wish I had six-pack abs...", I knew the world had changed forever. Fortunately, it's become one of the best father/son inside jokes ever.

Here's my "focus group of one" commentary on this very large (no pun here) subject: we're at the beginning of a pendulum swing away from 'chic' and back to 'authentic'. We want more Winslett and less Moss. Less physical aspiration and more emotional aspiration.

It will swing back again, but maybe that's where the momentum is right now.

This is a marketing archetype. You can't argue against authenticity and win.

I please wieght loss want thin and leg because I don't want fat and want face bautty.