The ideal images for the ideal human form are marketed aggressively by the media on a daily basis. By doing so, the media is setting unrealistic expectations for the young population of America about the notion of natural beauty and are happily leading them towards serious personal problems that include loss of self-esteem among teenagers.

It is true that advertizing affects children in many ways, especially by lowering their self-esteem when they fall victim to the grand illusions of beauty created by these ads.

Stats and campaigns

Experts suggest that continuing the practice of targeting younger age groups is contributing heavily to the rise of cases where teens suffer from low self-esteem and other mental illnesses.

Dove Self-Esteem Fund conducted a study which revealed that 80 percent of women (including teen girls) admitted to feeling insecure about their appearance when they viewed perfect images of female stars and models in ads. The ordeal is as tough for teenage boys as it is for girls of the same age group because they are also bombarded with images of men looking like Zeus or Hercules while showing off their unrealistically chiseled physiques.

Studies undertaken in this realm have inspired campaigns being launched against advertisements that create a false sense of beauty for the human form, and those that specifically target children. Campaigners have been pushing for legislation in this regard in countries like France and UK, while the US is following closely behind.

Two ads (starring Julia Roberts and Christy Turlington) were banned in the UK by the Advertising Standards Authority after a large number of complaints were received against the ads.

Other countries, including Norway, Sweden, Greece as well as the Canadian province of Quebec, already have bans, particularly on TV ads.

You have the power to end it all

Parents possess the power to end the onslaught of the negative effects of advertising on teenagers and to preserve their self-esteem. Here’s what you can do:

• A tested method of diffusing the messages of ads that are aired on TV is to practice co-viewing. Parents, who comment on and discuss the content of programs with their children, are in a good position to alter the sense of messages that their children receive.
• Recognize the tactics applied by advertizing agencies through which they manipulate teen emotions. It is a vital skill to learn in a world where advertizing rules.
• Teach your children to spot ads where airbrushing and digital makeover have been applied. Talk to your child about the technical side of creating ads, involving talks on the uses of lighting and different camera angles to enhance the final result of any image.
• Speaking to kids about issues related to body image is a must for every parent. Ask them about how they picture their bodies in their minds and impress upon them that what they see in ads is all make believe.
• Teach teens how not to hang on to material things and still being able to live a happy life.

Instead of churning out legion upon legion for the benefit of consumerism, it is always better to produce young citizens who view themselves as important contributors to society rather than greedily taking from society through consumerism.