On the cover of this month’s issue of Glamour, a demurely radiant Liv Tyler hovers over the dominant story: “”Sexy at any size!””
To the uninitiated, it seemed like a fashion magazine might actually be taking an unexpected step toward realism. “”Forget the scary-skinny Hollywood epidemic,”” the subhead proclaims. “”Here’s why your body is gorgeous as is.”” Could it be?
A quick survey of the past three years of Glamour cover girls – featuring the likes of Penelope Cruz, Christina Aguilera, Sandra Bullock and Nicole Kidman – shows that no matter what the magazine’s rhetoric is now, the ideal body type is clear. And a glance at this year’s other cover stories – “”50 Shortcuts to a Sexier Body (Sneaky Tricks for Butt, Belly, Thighs),”” “”Exactly What to Do to Lose Weight,”” “”Improve Your Body in Exactly Two Seconds”” – shows that even for those who actually get past the pictures and plow through the writing inside, body shape is never too far from the limelight.
Perhaps most importantly, browsing through the magazine ads gives a picture disparate from the “”sexy at any size”” mantra. Lanky, well-proportioned, too-cool-to-care women are the norm – and nearly every one looks well under the “”average”” of around 140 pounds (according to the Department of Health and Human Services).
As Glamour’s editor noted in the magazine’s introduction letter, an article on plus-sized “”Real Women Have Curves”” star America Ferrera generated more reader mail than any fashion story in memory. So where’s the commensurate response from advertisers willing to cash in on the American reader’s apparent fondness for realism? Where’s a perfume ad that sells perfume, instead of an imaginary body type? How about a television show with actors as average-looking as most of us?
The unfortunate dilemma is that advertising revenue is the lifeblood of most media outlets. And while magazines like Glamour may give lip service to the notion that “”we’ll feel better about our appearance if we spend less time obsessing about it,”” the ugly truth is that a self-assured reader is a reader who won’t spend money.
Does a self-assured woman really care about 260 easy hair and makeup tricks, or have any real interest in all the new spring clothes?
Why would Hydroxycut or Maybelline want anything to do with a woman who was perfectly comfortable with her weight and complexion?
In the fashion and beauty industries, insecurity means big bucks.
And it’s women who pay for it.
