The Australian women of today can never be too thin or too pretty. In most cases thin equates beauty, so the present ideal is a thin, fit, radiantly healthy, young woman. In magazines stuffed with models and advertisements, billboards on the highway, and actresses on TV, the message of what women should look like is everywhere. The inescapable presence of these images in effect shapes the image of women today.
It is very unfortunate that the media influences Australian society to the point that it defines the "ideal woman." According to Naomi Wolf, author of the bestselling book, The Beauty Myth: How Images of Beauty are Used Against Women , one reason media is so influential is "advertising is a 130 billion dollar a year industry. The average Australian watches 30 hours of TV a week and spends 110 hours a year reading magazines. That adds up to exposure to 1500 ads daily" (45).
Advertising is a powerful educational force in our culture due to the simple fact of exposure. Economics is also a significant factor in the development of the ideal image. There is a wealth of businesses that depend upon the Australian desire for thinness to survive. Exercise and diet companies are an example. In order to create a market for their product, they attempt to make women feel inadequate about their own bodies through advertisement. According to Wolf, "the diet industry has tripled its income in the past 10 years from a $10 billion industry to a $33.3 billion industry" (47).
Other companies that cater to the current "large" population sell beauty, tactfully. As William Lutz points out in his article, "With these Words I can Sell You Anything," girdles are called body shapers or control garments (158), and in Diane White's article, "Euphemisms for the Fat...