The Creation of Constant Discontent

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The Creation of Constant Discontent Advertising is such an integral part of contemporary life that it almost appears to be our natural state to be deluged with ads. We open a newspaper or magazine and expect to find that good portions of its pages proclaim the virtues of products and firms. We turn on the television and on most stations are assailed with commercials for about ten minutes of every half-hour. A common message of advertisers is that there is something wrong with our bodies, something needs to be improved. They come to us with questions like: “When you stand before a mirror, do you like what you see? To make your body more attractive, do you watch your weight? Where do you get your ideas of ‘proper’ weight?” Although we may shrug off many of these insidious messages, knowing that they are clear attempts to sell a particular product, they still penetrate our thinking, affecting our images of the way we “ought” to look. Today, television programs rank high among the mass media’s influences on how we feel about our bodies. In her study of television talk shows that features women and weight, sociologist Karen Honeycutt (1995) identified the most exploited pattern of how obese women feel about themselves and how audience reacts to them. Women who are “transformed” are those who have lost weight using the best products, like Slim Fast for example. These shows often feature “makeovers” of the now socially accepted women – new hairstyles and makeup to go with their transformed bodies. The implicit message is that only now are they good enough to care about their hair, makeup, and other elements of their appearance. A fascinating potential of advertising is its ability to increase our desire to consume products for which we felt no need whatsoever. Our kitchens filled with sophisticated machines that turn anything into a

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