Women are feeling self-conscious about their bodies and are becoming unhappy with who they are on the outside. Women feel overweight after watching the "skinny little brats" that have invaded their TVs; therefore, women and teenagers are experiencing many cases of bulimia and anorexia. Advertisers dismember women's bodies in order to appeal to consumers through the theory: SEX SELLS. Rebecca Zarchokoff believes advertisers suggest "that men are important for their intellect and personality, and women are important for their general attractiveness and figures." The dismemberment of women's bodies is divided into two areas, facism and bodyism. Zarchikoff has found that 65% of a man's picture is typically devoted to his face, compared to 45% of a woman's. According to Kilbourne, dismembering women's bodies allows them to be treated as if "a woman's body is not connected to her mind and emotions." Kilbourne also notes that body parts of women are being "dismembered in commercials, their bodies separated into parts in need of change or improvement." This relates to the fact that most believe there is an "ideal image." But, this perfect being actually does not exist. Through this image of perfection, though, the ad makers can sell millions of products because so many want to attain this ideal image. As Michael Jacobson has said, "the use of women's bodies in ads is essentially a cheap trick that marketers use instead of making more thoughtful arguments on behalf of their products."

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Heather & Samantha