M A R K E T I N G I N T H E 2 0 0 0 s

Since advertising began many years ago, women have been objectified and been insulted in so many levels it left women massive barriers to overcome and at the same time drop their self esteem. In plenty of advertisements, they try to present what an “ideal woman” must look like and must do. This affects the women because they will feel pressured and try to become that “ideal woman”. (Ismail)

Even at the height of ‘women’s liberation,’ products aimed to female consumers were actually marketed to men. (Garber, 2015).

THIS IS NO SHAPE FOR A GIRL. Warners, the ad announces, can take your misshapen body and remold it into something socially acceptable! Why suffer in pear-shaped silence, when you can buy your way to an hourglass? (Garber, 2015).

From looking at these advertisements from the 2000s, it is clear that the fashion industrys problem with inclusivity has derived from the ideals and perceptions of beauty. With the promotion of these advertisements, it’s no wonder why women have always been scrutinised for how they look. Although advertising has changed since the 2000s, society still seems to have carried these perceptions of how women should look and dress into the 21st century. In particular, society has always had a problem with being inclusive with every body size and shape, and from looking at the ad above where it says, take your misshapen body and remold it into something socially acceptable!, not only was the perfect body what everyone desired but it was also socially unacceptable to not have an hourglass shape.

Figure 8