Jean Kilbourne 1999 Can T Buy My Love. How Advertising Changes The Way We Think and Feel

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cf6\f7\fs14 THE MORE YOU SUBTRACT. THE MORE YOU ADD'\tab \dn2 \expndtw0\charscal
ex115 \u8226?\tab \dn2 \expndtw0\charscalex115 129\par\pard\qj \li9552\sb0\sl-27
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109 \ul0\nosupersub\cf1\f2\fs16 sumed me\u8212?my love affair with alcohol and c
igarettes. As adults in a toxic cul\up0 \expndtw0\charscalex111 ture, some of us
fail in love with cars or chocolate cake or, more dangerously, \up0 \expndtw0\c
harscalex108 drugs. 3ut, just as we are more vulnerable to the glory and heartbr
eak of roman\up0 \expndtw0\charscalex108 tic love than we will ever be again, at
no time are we more vulnerable to the se\up0 \expndtw0\charscalex108 ductive po
wer of advertising and of addiction than we are in adolescence. \par\pard\qj \li
9556\ri915\sb14\sl-266\slmult0\fi316 \up0 \expndtw0\charscalex111 Adolescents ar
e new and inexperienced consumers\u8212?and such prime tar-\line \up0 \expndtw0\
charscalex111 gets. They are in the process of learning their values and roles a
nd developing \up0 \expndtw0\charscalex106 their self-concepts. Most teenagers a
re sensitive to peer pressure and find it diffi-\line \up0 \expndtw0\charscalex1
06 cult to resist or even to question the dominant cultural messages perpetuated
\par\pard\sect\sectd\sbknone\cols2\colno1\colw9406\colsr160\colno2\colw6614\cols
r160\qj \li3523\ri1769\sb0\sl-378\slmult0\tx3979 \up0 \expndtw0\charscalex94 \ul
0\nosupersub\cf2\f3\fs30 "THE MORE YOU SUBTRACT, \line\tab \up0 \expndtw0\charsc
alex96 THE MORE YOU ADD"\par\pard\ql \li4108\sb0\sl-276\slmult0 \par\pard\ql \li
4108\sb146\sl-276\slmult0 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf3\f4\fs
24 Cutting Girls Down to Size\par\pard\ql \li4166\sb0\sl-69\slmult0 \par\pard\ql
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6?\u8226?\u8226?\u8226?\u9632?\u8226?, I\u8226?\u8226?\u8226? \tab \up0 \expndtw
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\li1358\sb0\sl-184\slmult0 \par\pard\ql \li1358\sb0\sl-184\slmult0 \par\pard\ql
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tw0\charscalex51 \ul0\nosupersub\cf1\f2\fs16 ..!\par\pard\ql \li2731\sb0\sl-161\
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\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf6\f7\fs14 WHEN I WAS SIX
TEEN, LIKE ALMOST EVERYONE ELSE N THE WORLD. I FELL\par\pard\ql \li2736\ri971\sb
0\sl-301\slmult0\tx5462 \up0 \expndtw0\charscalex113 \ul0\nosupersub\cf1\f2\fs16
wildly in love for the first time. My feelings were so intense that not decades
\line \up0 \expndtw0\charscalex105 later, I still dream abet,: him from time to
time. I le was good for me in every way, \line \up0 \expndtw0\charscalex108 but
I also began a sinister love affair around the same time, one that nearly con-\
line \tab \up0 \expndtw-2\charscalex100 1 \up0 \expndtw0\charscalex105 28\par\pa
rd\column \qj \li20\ri833\sb0\sl-272\slmult0 \up0 \expndtw0\charscalex111 and re
inforced by the media. Mass communication has made possible a kind of \line \up0
\expndtw0\charscalex109 national peer pressure that erodes private and individu
al values and standards, as \line \up0 \expndtw0\charscalex108 well as community
values and standards. As Margaret Mead once said, today our \line \up0 \expndtw
0\charscalex109 children are not brought up by parents. they are brought up by t
he mass media.\par\pard\qj \li34\ri828\sb0\sl-264\slmult0\fi302 \up0 \expndtw0\c
harscalex111 Advertisers are aware of their role and do not hesitate to take adv
antage of \up0 \expndtw0\charscalex108 the insecurities and anxieties of young p
eople. usually in the guise of offering so-\line \up0 \expndtw0\charscalex110 lu
tions. A cigarette provides a symbol of independence. \ul0\nosupersub\cf6\f7\fs1
4 A \ul0\nosupersub\cf1\f2\fs16 pair of designer jeans \up0 \expndtw0\charscalex
108 or sneakers convey status. The right perfume or beer resolves doubts about f
emi-\line \up0 \expndtw0\charscalex108 ninity or masculiniy. All young people ar
e vulnerable to these messages and ado-\line \up0 \expndtw0\charscalex119 lescen
ce is a difficult time for most people, perhaps especially these days. \up0 \exp
ndtw0\charscalex108 According to the Carnegie Corporation, "Nearly half of all A
merican adolescents \up0 \expndtw0\charscalex107 are at high or moderate risk of
seriously damaging their life chances." But there is \up0 \expndtw0\charscalex1
05 a particular kind of suffering in our culture that afflicts girls.\par\pard\q
j \li39\ri823\sb0\sl-264\slmult0\fi302 \up0 \expndtw0\charscalex106 As most of u
s know so well by now, when a girl enters adolescence, she faces \up0 \expndtw0\
charscalex105 a series of losses\u8212?loss of self-confidence, loss of a sense
of efficacy and ambition. \up0 \expndtw0\charscalex108 and the loss of her "voic
e," the sense of being a unique and powerful self that she \up0 \expndtw0\charsc
alex108 had in childhood. Girls who were active, confident, feisty at the ages o
f eight and \up0 \expndtw0\charscalex109 nine and ten often become hesitant, ins
ecure, self-doubting at eleven. Their self-\line \up0 \expndtw0\charscalex112 es
teem plummets. As Carol Gilligan, Mary Pipher and other social critics and \up0
\expndtw0\charscalex107 psychologists have pointed out in recent years, adolesce
nt girls in America are af-\line \up0 \expndtw0\charscalex114 flicted with a ran
ge of problems, including low self-esteem, eating disorders, \up0 \expndtw0\char
scalex108 binge drinking, date rape and other dating violence, teen pregnancy, a
nd a rise in \up0 \expndtw0\charscalex111 cigarette smoking. Teenage women today
are engaging m far riskier health be-\line \up0 \expndtw0\charscalex107 havior
in greater numbers than any prior generation.\par\pard\qj \li68\ri828\sb3\sl-266
\slmult0\fi287 \up0 \expndtw0\charscalex109 The gap between boys and girls is cl
osing but this is not always for the best. \line \up0 \expndtw0\charscalex111 Ac
cording to a 1998 status report by a consortium of universities and research \li
ne \up0 \expndtw0\charscalex108 centers, girls have closed the gap with boys in
math performance and are coming \par\pard\sect\sectd\fs24\landscape\paperw17200\
paperh13300{\bkmkstart Pg2}{\bkmkend Pg2}\par\pard\sect\sectd\sbknone\cols3\coln
o1\colw7760\colsr160\colno2\colw5206\colsr160\colno3\colw3784\colsr160\ql \li209
7\sb0\sl-184\slmult0 \par\pard\ql \li2097\sb90\sl-184\slmult0 \up0 \expndtw0\cha
rscalex118 \ul0\nosupersub\cf1\f2\fs16 CAN ou MY LOVE\par\pard\qj \li1598\sb0\sl
-273\slmult0 \par\pard\qj \li1598\ri496\sb2\sl-273\slmult0 \up0 \expndtw0\charsc
alex112 close in science. But they are also now smoking. drinking, and using dru
gs at \up0 \expndtw0\charscalex107 often as boys their own age. And, although gi
rls are not nearly as violent as\par\pard\ql \li1603\sb75\sl-184\slmult0 \up0 \e
xpndtw0\charscalex109 they are committing more crimes than ever before and are f
ar more often ph\par\pard\column \ql \li9043\sb0\sl-184\slmult0 \par\pard\ql \li
9043\sb0\sl-184\slmult0 \par\pard\ql \li9043\sb0\sl-184\slmult0 \par\pard\ql \li
9043\sb0\sl-184\slmult0 \par\pard\ql \li1143\sb163\sl-184\slmult0 \up0 \expndtw0
\charscalex100 'THE MORE YOU SUBTRACT, THE MORE YOU ADD'\par\pard\ql \li7920\sb0
\sl-184\slmult0 \par\pard\ql \li7920\sb0\sl-184\slmult0 \par\pard\ql \li7920\sb0
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b\cf1\f2\fs16 -\par\pard\ql \li265\sb80\sl-207\slmult0 \up0 \expndtw-8\charscale
x97 \ul0\nosupersub\cf8\f9\fs18 at\par\pard\ql \li198\sb72\sl-207\slmult0 \up0 \
expndtw-4\charscalex100 \ul0\nosupersub\cf7\f8\fs18 od,\par\pard\sect\sectd\sbkn
one\cols3\colno1\colw7793\colsr160\colno2\colw257\colsr60\colno3\colw8800\colsr1
60\ql \li1603\sb42\sl-184\slmult0 \up0 \expndtw0\charscalex109 \ul0\nosupersub\c
f1\f2\fs16 oily attacking each other.\par\pard\qj \li1608\ri433\sb25\sl-268\slmu
lt0\fi321 \up0 \expndtw0\charscalex108 It is important to understand that these
problems go way beyond individual \line \up0 \expndtw0\charscalex111 psychologic
al development and pathology. Even girls who arc raised in loving,\par\pard\ql \
li1608\sb66\sl-184\slmult0 \up0 \expndtw0\charscalex108 homes by supportive pare
nts grow up in a toxic cultural environment, at risk for\par\pard\ql \li7281\sb0
\sl-126\slmult0 \up0 \expndtw0\charscalex59 \ul0\nosupersub\cf6\f7\fs14 is\par\p
ard\column \ql \li7953\sb0\sl-184\slmult0 \par\pard\ql \li20\sb2\sl-184\slmult0
\up0 \expndtw0\charscalex53 \ul0\nosupersub\cf1\f2\fs16 :,%t\u8226?\par\pard\col
umn \ql \li20\sb47\sl-184\slmult0 \up0 \expndtw0\charscalex107 Alt ologist Willi
am Pollock examines the ways that boys manifest their so \up0 \expndtw-4\charsca
lex100 cial\par\pard\ql \li1521\sb0\sl-184\slmult0 \par\pard\ql \li1521\sb0\sl-1
84\slmult0 \par\pard\ql \li1521\sb0\sl-184\slmult0 \par\pard\ql \li5492\sb70\sl-
184\slmult0 \up0 \expndtw-2\charscalex100 -\par\pard\sect\sectd\sbknone\cols2\co
lno1\colw7975\colsr160\colno2\colw8925\colsr160\qj \li1603\ri639\sb0\sl-254\slmu
lt0 \up0 \expndtw0\charscalex109 self-mutilation, eating disorders, and addictio
ns. The culture, both reflected and \line \up0 \expndtw0\charscalex108 reinforce
d by advertising, urges girls to adopt a false self, to bury alive their real \l
ine \up0 \expndtw0\charscalex105 selves, to become "feminine," which means to be
nice and kind and sweet, to com-\line \up0 \expndtw0\charscalex107 pete with ot
her girls for the attention of boys, and to value romantic relationships \line \
up0 \expndtw0\charscalex110 with boys above all else. Girls are put into a terri
ble double bind. They are sup-\line \up0 \expndtw0\charscalex109 posed to repres
s their power, their anger, their exuberance and be simply "nice.' \line \up0 \e
xpndtw0\charscalex109 although they also eventually must compete with men in the
business world and \line \up0 \expndtw0\charscalex108 be successful. hey must b
e overtly sexy and attractive but essentially passive and \line \up0 \expndtw0\c
harscalex105 virginal. It is not surprising that most girls experience this time
as painful and con-\line \up0 \expndtw0\charscalex106 fusing, especially if the
y are unconscious of these conflicting demands.\par\pard\qj \li1608\ri610\sb2\sl
-265\slmult0\fi326 \up0 \expndtw0\charscalex107 Of course, it is impossible to s
peak accurately of girls as a monolithic group. \line \up0 \expndtw0\charscalex1
13 The socialization that emphasizes passivity and compliance does not apply to
\line \up0 \expndtw0\charscalex113 many African-American and Jewish girls, who a
rc often encouraged to be as-\line \up0 \expndtw0\charscalex114 sertive and outs
poken, and working-class girls are usually not expected to be \line \up0 \expndt
w0\charscalex109 stars in the business world. Far from protecting these girls fr
om eating disorders \line \up0 \expndtw0\charscalex115 and other problems, these
differences more often mean that the problems re-\line \up0 \expndtw0\charscale
x109 main hidden or undiagnosed and the girls are even less likely to get help.
Eating \line \up0 \expndtw0\charscalex107 problems affect girls from African-Ame
rican. Asian, Native American, Hispanic, \line \up0 \expndtw0\charscalex109 and
Latino families and from every socioeconomic background. The racism and \line \u
p0 \expndtw0\charscalex111 classism that these girls experience exacerbate their
problems. Sexism is by no \line \up0 \expndtw0\charscalex106 means the only tra
uma they face.\par\pard\qj \li1622\ri606\sb0\sl-270\slmult0\fi316 \up0 \expndtw0
\charscalex112 We've learned a lot in recent years about the pressures on girls
and the re-\line \up0 \expndtw0\charscalex108 sulting problems. So much that som
e people think it is time to stop talking about \line \up0 \expndtw0\charscalex1
09 it\u8212?maybe to focus on boys or just move on. It's important to remember t
hat this \line \up0 \expndtw0\charscalex107 discussion of the problems of adoles
cent girls is very recent. In 1980, not a single \line \up0 \expndtw0\charscalex
107 chapter in the \ul0\nosupersub\cf7\f8\fs18 Handbook on Adolescent Psychology
\ul0\nosupersub\cf1\f2\fs16 was devoted to girls. As\par\pard\qj \li1656\ri601\
sb0\sl-268\slmult0 \up0 \expndtw0\charscalex110 with other fields in psychology,
the research was done on boys and assumed to \line \up0 \expndtw0\charscalex110
apply to girls as well. The research on girls and the discussion of their issue
s is\par\pard\ql \li1521\sb75\sl-184\slmult0 \up0 \expndtw0\charscalex104 5.,lon
g overdue and far from complete.\par\pard\column \ql \li20\sb0\sl-144\slmult0 \u
p0 \expndtw0\charscalex105 Teitisc girls are often the victims of these angry. v
iolent boys and the men they be-\par\pard\ql \li8207\sb0\sl-184\slmult0 \par\par
d\ql \li5694\sb159\sl-184\slmult0 \up0 \expndtw-2\charscalex100 -\par\pard\ql \l
i92\sb90\sl-184\slmult0 \up0 \expndtw0\charscalex107 CMeat plays a powerful role
in creating these problems. But we still have a lot to\par\pard\ql \li8270\sb0\
sl-184\slmult0 \par\pard\ql \li5761\sb146\sl-184\slmult0 \up0 \expndtw-2\charsca
lex100 s\par\pard\ql \li155\sb70\sl-207\slmult0 \up0 \expndtw0\charscalex107 lto
become as conscious of them as possible, to deconstruct them. Although \ul0\sup
er\cf8\f9\fs27 I \ul0\nosupersub\cf1\f2\fs16 ai\up0 \expndtw0\charscalex105 m\pa
r\pard\ql \li8361\sb0\sl-207\slmult0 \par\pard\ql \li8361\sb0\sl-207\slmult0 \pa
r\pard\ql \li5843\sb171\sl-207\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupe
rsub\cf8\f9\fs18 a\par\pard\ql \li246\sb57\sl-207\slmult0 \up0 \expndtw0\charsca
lex103 \ul0\nosupersub\cf1\f2\fs16 f\ul0\nosupersub\cf8\f9\fs18 culture dominate
d by \ul0\super\cf1\f2\fs24 advertising. Advertising is one of the most potent \
ul0\nosupersub\cf8\f9\fs18 messen\par\pard\ql \li8534\sb0\sl-184\slmult0 \par\pa
rd\ql \li8534\sb0\sl-184\slmult0 \par\pard\ql \li8534\sb0\sl-184\slmult0 \par\pa
rd\ql \li8534\sb0\sl-184\slmult0 \par\pard\ql \li3285\sb104\sl-184\slmult0 \up0
\expndtw0\charscalex119 \ul0\nosupersub\cf1\f2\fs16 e new\par\pard\qj \li3078\ri
5092\sb35\sl-268\slmult0\fi72 \up0 \expndtw0\charscalex107 gnificant \line \up0
\expndtw0\charscalex115 ing bran \up0 \expndtw-2\charscalex100 d\par\pard\qj \li
8534\sb0\sl-273\slmult0 \par\pard\qj \li419\ri2903\sb26\sl-273\slmult0 \up0 \exp
ndtw0\charscalex111 loyalty that $4 billion annually. onecosmeticsor females. G
irls are extremely \up0 \expndtw0\charscalex113 spend over\par\pard\qj \li472\ri
4953\sb27\sl-225\slmult0\tx3813 \up0 \expndtw0\charscalex105 alone. \ul0\nosuper
sub\cf7\f8\fs18 eventeen, \ul0\nosupersub\cf1\f2\fs16 a magazine aimed at girls
about \line\tab \up0 \expndtw0\charscalex101 in\par\pard\ql \li515\sb116\sl-184\
slmult0 \up0 \expndtw0\charscalex112 tan ad that says, "She's the one you want.
\up0 \expndtw0\charscalex104 She's\par\pard\ql \li8779\sb0\sl-207\slmult0 \par\p
ard\ql \li8779\sb0\sl-207\slmult0 \par\pard\ql \li3976\sb151\sl-207\slmult0 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf8\f9\fs18 s\par\pard\ql \li3942\sb86
\sl-184\slmult0 \up0 \expndtw0\charscalex101 \ul0\nosupersub\cf1\f2\fs16 rs\par\
pard\qj \li664\ri4814\sb0\sl-305\slmult0\fi3287 \up0 \expndtw-8\charscalex90 \ul
0\nosupersub\cf8\f9\fs18 a-\line \up0 \expndtw-3\charscalex100 \ul0\nosupersub\c
f1\f2\fs16 to itself as \ul0\nosupersub\cf8\f9\fs18 a girl's "Bible.' Many girls
read mag' \par\pard\sect\sectd\fs24\landscape\paperw16100\paperh12000{\bkmkstar
t Pg3}{\bkmkend Pg3}\par\pard\sect\sectd\sbknone\cols2\colno1\colw9440\colsr160\
colno2\colw6360\colsr160\ql \li1276\sb0\sl-184\slmult0 \par\pard\ql \li1276\sb0\
sl-184\slmult0 \par\pard\ql \li1276\sb64\sl-184\slmult0\tx2658\tx3004\tx3143 \up
0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 1\tab \up0 \expndtw0\char
scalex114 \ul0\nosupersub\cf6\f7\fs14 132\tab \up0 \expndtw-2\charscalex100 \u82
26? \tab \up0 \expndtw0\charscalex109 CAN'T BUY MY LOVE\par\pard\qj \li2659\sb0\
sl-263\slmult0 \par\pard\qj \li2659\ri1072\sb112\sl-263\slmult0 \up0 \expndtw0\c
harscalex106 \ul0\nosupersub\cf1\f2\fs16 zines like this and take the advice ser
iously. Regardless of the intent of the adver-\line \up0 \expndtw0\charscalex108
tisers, what are the messages that girls arc getting? What arc they told?\par\p
ard\qj \li2659\ri1044\sb2\sl-269\slmult0\fi326 \up0 \expndtw0\charscalex115 Prim
arily girls are told by advertisers that what is most important about \line \up0
\expndtw0\charscalex108 them is their perfume, their clothing, their bodies, th
eir beauy. Their "essence" is \line \up0 \expndtw0\charscalex109 their underwear
. "He says the first thing he noticed about you is your great per-\line \up0 \ex
pndtw0\charscalex108 sonality" says an ad featuring a very young woman in tight
jeans. The copy con-\line \up0 \expndtw0\charscalex106 tinues, "He lies." if thi
s is your idea of a great catch." says an ad for a cosmetic kit \line \up0 \expn
dtw0\charscalex108 from a teen magazine featuring a cute boy his is your tackle
box." Even very lit-\line \up0 \expndtw0\charscalex113 tle girls are offered mak
eup and toys like Special Night Barbie, which shows \line \up0 \expndtw0\charsca
lex110 them how to dress up for a night out. Girls of all ages get the message t
hat they \line \up0 \expndtw0\charscalex107 must be flawlessly beautiful and, ab
ove all these days, they must be thin.\par\pard\qj \li2673\ri1034\sb2\sl-261\slm
ult0\fi326 \up0 \expndtw0\charscalex106 Ever. more destructively, \ul0\nosupersu
b\cf8\f9\fs18 they \ul0\nosupersub\cf1\f2\fs16 get the message that this is poss
ible, that, with \line \up0 \expndtw0\charscalex114 enough effort and self-sacri
fice, they can achieve this ideal. Thus many girls \line \up0 \expndtw0\charscal
ex111 spend enormous amounts of time and energy attempting to achieve something
\line \up0 \expndtw0\charscalex113 that is not only trivial but also completely
unattainable. The glossy images of \line \up0 \expndtw0\charscalex109 flawlessly
beautiful and extreme:), thin women that surround us would not have \line \up0
\expndtw0\charscalex107 the impact they do if we did not live in a culture that
encourages us to believe we \line \up0 \expndtw0\charscalex109 can and should re
make our bodies into perfect commodities. These images play \line \up0 \expndtw0
\charscalex109 into the American belief of transformation and ever-new possibili
ties, no longer \line \up0 \expndtw0\charscalex113 via hard work but via the pur
chase of the right products. As Anne Becker has \line \up0 \expndtw0\charscalex1
10 pointed out, this belief is by no means universal. People in many other cultu
res \line \up0 \expndtw0\charscalex110 may admire a particular body shape withou
t seeking to emulate it. In the West-\par\pard\column \ql \li2683\sb0\sl-184\slm
ult0 \par\pard\ql \li2683\sb0\sl-184\slmult0 \par\pard\ql \li1244\sb165\sl-184\s
lmult0\tx5348\tx5511 \up0 \expndtw0\charscalex114 -\ul0\nosupersub\cf6\f7\fs14 T
HE MORE YOU SUBTRACT. THE MORE YOU ADD'\tab \up0 \expndtw-2\charscalex100 \u8226
? \tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 1 \up0 \expndtw
0\charscalex100 33\par\pard\qj \li2683\sb0\sl-268\slmult0 \par\pard\qj \li20\ri5
50\sb7\sl-268\slmult0 \up0 \expndtw0\charscalex107 actually overweight). Studies
at Stanford University and the University of Massa-\line \up0 \expndtw0\charsca
lex109 chusetts found that about 70 percent of college women say they feel worse
about \up0 \expndtw0\charscalex108 their own looks after reading women's magazi
nes. Another study, this one of 35o \up0 \expndtw0\charscalex110 young men and w
omen, found that a preoccupation with one's appearance takes \up0 \expndtw0\char
scalex114 a toll on mental health. Women scored much higher than men on what the
re-\line \up0 \expndtw0\charscalex108 searchers called -self-objectification."
This tendency to view one's body from the \up0 \expndtw0\charscalex114 outside i
n\u8212?regarding physical attractiveness, sex appeal, measurements, and \up0 \e
xpndtw0\charscalex114 weight as more central to one's physical identity than hea
lth, strength, energy \up0 \expndtw0\charscalex111 level, coordination, or fitne
ss\u8212?has many harmful effects, including diminished \up0 \expndtw0\charscale
x109 mental performance, increased feelings of shame and anxiety depression, sex
ual \up0 \expndtw0\charscalex108 dysfunction, and the development of eating diso
rders.\par\pard\qj \li34\ri536\sb3\sl-260\slmult0\fi316 \up0 \expndtw0\charscale
x111 These images of women seem to affect men most strikingly by influencing \up
0 \expndtw0\charscalex109 how they judge the real women in their lives. Male col
lege students who viewed \up0 \expndtw0\charscalex108 just one episode of \ul0\n
osupersub\cf9\f10\fs16 Charlies Angels, \ul0\nosupersub\cf1\f2\fs16 the hit tele
vision show of the 19705 that fea-\line \up0 \expndtw0\charscalex111 tured three
beautiful women, were harsher in their evaluations of the attractive-\line \up0
\expndtw0\charscalex109 ness of potential dates than were males who had not see
n the episode. In another \up0 \expndtw0\charscalex115 study, male college stude
nts shown centerfolds from \ul0\nosupersub\cf9\f10\fs16 Playboy \ul0\nosupersub\
cf1\f2\fs16 and \ul0\nosupersub\cf9\f10\fs16 Penthouse \up0 \expndtw0\charscalex
106 \ul0\nosupersub\cf1\f2\fs16 were more likely to find their own girlfriends l
ess sexually attractive.\par\pard\qj \li58\ri546\sb1\sl-264\slmult0\fi307 \up0 \
expndtw0\charscalex109 Adolescent girls are especially vulnerable to \ul0\nosupe
rsub\cf9\f10\fs16 the \ul0\nosupersub\cf1\f2\fs16 obsession with thinness, for \
line \up0 \expndtw0\charscalex110 many reasons. One is the ominous peer pressure
on young people. Adolescence \line \up0 \expndtw0\charscalex107 is a time of su
ch self-consciousness and terror of shame and humiliation. Boys are\par\pard\ql
\li58\sb72\sl-184\slmult0 \up0 \expndtw0\charscalex113 shamed for being too smal
l, too "weak,"\par\pard\ql \li3980\sb17\sl-138\slmult0 \up0 \expndtw0\charscalex
125 \ul0\nosupersub\cf11\f12\fs12 ituAavenw rtuw\u8226?aaom viar.4\par\pard\sect
\sectd\sbknone\cols3\colno1\colw9478\colsr160\colno2\colw3073\colsr110\colno3\co
lw3149\colsr160\qj \li2683\ri1077\sb0\sl-217\slmult0 \up0 \expndtw0\charscalex11
1 \ul0\nosupersub\cf1\f2\fs16 ern world, however, "the anxiety of nonrecognition
('I don't fit in) faced by the \up0 \expndtw0\charscalex110 majority of spectat
ors is more often translated into identifications ('I want to be \up0 \expndtw0\
charscalex106 like that') and attempts at self-alteration than into rage."\par\p
ard\qj \li2687\ri1077\sb0\sl-268\slmult0\fi321 \up0 \expndtw0\charscalex109 Wome
n are especially vulnerable because our bodies have been objectified \up0 \expnd
tw0\charscalex109 and commodified for so long. And young women are the most vuln
erable, espe-\line \up0 \expndtw0\charscalex111 cially those who have experience
d early deprivation, sexual abuse, family vio-\line \up0 \expndtw0\charscalex112
lence, or other trauma. Cultivating a thinner body offers some hope of control
\up0 \expndtw0\charscalex111 and success to a young woman with a poor self-image
and overwhelming per-\line \up0 \expndtw0\charscalex105 sonal problems that hav
e no easy solutions.\par\pard\qj \li2697\ri1077\sb0\sl-268\slmult0\fi316 \up0 \e
xpndtw0\charscalex109 Although troubled young women are especially vulnerable, t
hese messages \line \up0 \expndtw0\charscalex109 affect all girls. A researcher
at Brigham and Women's Hospital in Boston found \line \up0 \expndtw0\charscalex1
09 that the more frequently girls read magazines, the more likely they were to d
iet \line \up0 \expndtw0\charscalex108 and to feel that magazines influence thei
r ideal body shape. Nearly half reported \line \up0 \expndtw0\charscalex110 want
ing to lose weight because of a magazine picture (but on:y \ul0\nosupersub\cf11\
f12\fs12 29 \ul0\nosupersub\cf1\f2\fs16 percent were\par\pard\column \qj \li20\r
i0\sb0\sl-253\slmult0 \up0 \expndtw0\charscalex128 too soft, too sensitive. And
girls are \line \up0 \expndtw0\charscalex108 shamed for being too sexual, too lo
ud, too \line \up0 \expndtw0\charscalex113 boisterous, too big \up0 \expndtw0\ch
arscalex119 (in any sense of the \line \up0 \expndtw0\charscalex124 word), havin
g too hearty an appetite. \line \up0 \expndtw0\charscalex117 Many young women ha
ve told me that \line \up0 \expndtw0\charscalex124 their boyfriends wanted them
to lose \line \up0 \expndtw0\charscalex115 weight. One said that her boyfriend h
ad \line \up0 \expndtw0\charscalex115 threatened to leave her if she didn't lose
\line \up0 \expndtw0\charscalex107 five pounds. "Why don't you leave him," I \l
ine \up0 \expndtw0\charscalex104 asked, "and lose i6o?"\par\pard\qj \li34\ri0\sb
0\sl-271\slmult0\fi302 \up0 \expndtw0\charscalex123 The situation is very differ
ent for \line \up0 \expndtw0\charscalex113 men. The double standard is reflected
in \line \up0 \expndtw0\charscalex127 an ad for a low-fat pizza: "He cats a \li
ne \up0 \expndtw0\charscalex112 brownie ... you cat a rice cake. He cats a\par\p
ard\column \ql \li12811\sb0\sl-138\slmult0 \par\pard\ql \li12811\sb0\sl-138\slmu
lt0 \par\pard\ql \li20\sb128\sl-138\slmult0\tx558 \up0 \expndtw0\charscalex141 \
ul0\nosupersub\cf11\f12\fs12 ..\ul0\nosupersub\cf10\f11\fs8 41\tab \up0 \expndtw
0\charscalex109 )1.11,AI IS 'EMI \ul0\nosupersub\cf11\f12\fs12 Kolata\u9658?\}W
ISM\par\pard\ql \li13833\sb0\sl-138\slmult0 \par\pard\ql \li13833\sb0\sl-138\slm
ult0 \par\pard\ql \li1042\sb105\sl-138\slmult0 \up0 \expndtw0\charscalex108 \ul0
\nosupersub\cf10\f11\fs8 WI IVA \ul0\nosupersub\cf11\f12\fs12 1a \ul0\nosupersub
\cf10\f11\fs8 14 R1,A \par\pard\sect\sectd\fs24\landscape\paperw16400\paperh1228
0{\bkmkstart Pg4}{\bkmkend Pg4}\ql \li14601\sb0\sl-69\slmult0 \par\pard\ql\li146
01\sb54\sl-69\slmult0 \up0 \expndtw0\charscalex163 \ul0\nosupersub\cf4\f5\fs6 g.
mmE\u8226?k\par\pard\sect\sectd\sbknone\cols3\colno1\colw7880\colsr160\colno2\co
lw7688\colsr160\colno3\colw482\colsr60\ql \li1401\sb0\sl-207\slmult0 \par\pard\q
l \li1401\sb0\sl-207\slmult0 \par\pard\ql \li1401\sb0\sl-207\slmult0 \par\pard\q
l \li1401\sb0\sl-207\slmult0 \par\pard\ql \li1401\sb80\sl-207\slmult0\tx1742\tx1
881 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf8\f9\fs18 1 \up0 \expndtw-8\
charscalex92 34\tab \up0 \expndtw-2\charscalex100 \u8226? \tab \up0 \expndtw-8\c
harscalex92 CAN'T BUY MY LOVE\par\pard\qj \li1377\sb0\sl-230\slmult0 \par\pard\q
j \li1377\ri425\sb125\sl-230\slmult0 \up0 \expndtw-6\charscalex100 juicy burger
...you cat a low fat entree. He eats pizza ... you eat pizza. Finally, life\u822
2?.p.;1 \up0 \expndtw0\charscalex40 ,s! \up0 \expndtw0\charscalex100 is fair: Al
though some men develop eating problems, the predominant cultu \up0 \expndtw0\ch
arscalex127 ;'' \line \up0 \expndtw-3\charscalex100 message remains that a heart
y appetite and a large size is desirable in a man,\par\pard\ql \li1406\sb57\sl-2
07\slmult0 \up0 \expndtw-6\charscalex100 not so In a woman.\par\pard\qj \li1406\
ri689\sb20\sl-264\slmult0\fi331 \up0 \expndtw-3\charscalex100 Indeed, a 1997 tel
evision campaign targets ravenous teenage boys by offer-\line \up0 \expndtw-2\ch
arscalex100 ing Taco Bell as the remedy for hunger (and also linking eating with
sex via the \line \up0 \expndtw-3\charscalex100 slogan "Want some?"). One comme
rcial features a fat guy who loses his compo-\line \up0 \expndtw-3\charscalex100
sure when he realizes his refrigerator is empty. In another, two quite heavy gu
ys" \line \up0 \expndtw0\charscalex100 have dozed off in front of a television s
et and are awakened by hunger pangs, \line \up0 \expndtw-4\charscalex100 which o
nly Taco Bell can satisfy It is impossible to imagine this campaign aimed \line
\up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf9\f10\fs16 at \ul0\nosupersub\cf
8\f9\fs18 teenage girls.\par\pard\qj \li1416\ri731\sb0\sl-265\slmult0\fi331 \up0
\expndtw-2\charscalex100 Normal physiological changes during adolescence result
in increased body \line \up0 \expndtw-3\charscalex100 fat for women. If these n
ormal changes are considered undesirable by the cuitur\u8226? \line \up0 \expndt
w0\charscalex100 (and by parents and peers), this can lead to chronic anxiety an
d concern about \line \up0 \expndtw-2\charscalex100 weight control in young wome
n. A ten-year-old girl wrote to \ul0\nosupersub\cf9\f10\fs16 New Moon, \ul0\nosu
persub\cf8\f9\fs18 a fen: \line \up0 \expndtw-4\charscalex100 nist magazine for
girls, "I was at the beach and was in my bathing suit. I have\par\pard\qj \li142
0\ri708\sb0\sl-263\slmult0 \up0 \expndtw-2\charscalex100 of fat legs, and my unc
le told me I had fat legs in front of all my cousins and my \up0 \expndtw-1\char
scalex100 cousins friends. I was so embarrassed. I went up to my room and shut t
he doer \up0 \expndtw-3\charscalex100 When I went downstairs again, everyone sta
rted teasing me." Young women an.. \up0 \expndtw-1\charscalex100 even encouraged
to worry about small fluctuations in their weight. "Sometimes \up0 \expndtw-2\c
harscalex100 what you wear to dinner may depend on what you eat for breakfast,"
says an ad \up0 \expndtw0\charscalex105 for cereal that pictures a slinky black
dress. In truth. daily and weekly and \up0 \expndtw-4\charscalex100 monthly fluc
tuations in weight are perfectly normal.\par\pard\qj \li1430\ri689\sb0\sl-270\sl
mult0\fi316 \up0 \expndtw-2\charscalex100 The obsession starts early. Some studi
es have found that from 4o to 8o per-\line \up0 \expndtw-2\charscalex100 cent of
fourth-grade girls are dieting. Today at least one-third of twelve- to thin \li
ne \up0 \expndtw-2\charscalex100 teen-year-old girls are actively trying to lose
weight, by dieting, vomiting. using \line \up0 \expndtw0\charscalex100 laxative
s, or taking diet pills. One survey found that 63 percent of high-school \line \
up0 \expndtw-3\charscalex100 girls were on diets, compared with only 16 percent
of men. And a survey in Ma, \line \up0 \expndtw-1\charscalex100 sachusetts found
that the single largest group of high-school students consider-\line \up0 \expn
dtw-1\charscalex100 ing or attempting suicide are girls who feel they are overwe
ight. Imagine. Girls \line \up0 \expndtw-3\charscalex100 made to feel so terribl
e about themselves that they would rather be dead than fat. \line \up0 \expndtw-
2\charscalex100 This wouldn't be happening, of course, if it weren't for our las
t "socially accept-\line \up0 \expndtw-1\charscalex100 able" prejudice\u8212?wei
ghtism. Fat children are ostracized and ridiculed from the \line \up0 \expndtw-1
\charscalex100 moment they enter school, and fat adults, women in particular, ar
e subjected to \line \up0 \expndtw-3\charscalex100 public contempt and scorn. Th
is strikes terror into the hearts of all women, many\par\pard\column \ql \li9076
\sb0\sl-207\slmult0 \par\pard\ql \li9076\sb0\sl-207\slmult0 \par\pard\ql \li5127
\sb38\sl-207\slmult0\tx5295 \up0 \expndtw-2\charscalex100 \u8226? \tab \up0 \exp
ndtw-2\charscalex100 1 \up0 \expndtw0\charscalex62 3`.\u8226?\par\pard\ql \li105
6\sb68\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs24
.ic mog \ul0\super\cf8\f9\fs27 YOU St it RACT. TUC MORE YOU ADD'\par\pard\qj \li
8040\sb0\sl-220\slmult0 \par\pard\qj \li135\ri2022\sb199\sl-220\slmult0\tx317\tx
3083 \up0 \expndtw0\charscalex100 whom, unfortunately, identify with the opciall
y a rung woman, in Americ \up0 \expndtw-2\charscalex100 a \line\tab \up0 \expndt
w-6\charscalex100 selves and each other. \tab \up0 \expndtw-1\charscalex100 pe\p
ar\pard\ql \li5602\sb108\sl-207\slmult0 \up0 \expndtw-2\charscalex100 e\par\pard
\ql \li20\sb38\sl-207\slmult0 \up0 \expndtw-5\charscalex100 trange of alcohol us
e and abuse, so are bulimia and anorexia the extreme results of\par\pard\ql \li8
188\sb0\sl-207\slmult0 \par\pard\ql \li5679\sb138\sl-207\slmult0 \up0 \expndtw-2
\charscalex100 e\par\pard\ql \li5684\sb52\sl-207\slmult0 \up0 \expndtw-2\charsca
lex100 d\par\pard\ql \li5621\sb53\sl-230\slmult0 \up0 \expndtw-9\charscalex96 \u
l0\nosupersub\cf12\f13\fs20 on\par\pard\ql \li8188\sb0\sl-207\slmult0 \par\pard\
ql \li5588\sb119\sl-207\slmult0 \up0 \expndtw0\charscalex107 \ul0\nosupersub\cf8
\f9\fs18 n it\par\pard\qj \li168\ri1773\sb0\sl-245\slmult0\fi9 \up0 \expndtw-5\c
harscalex100 \ul0\nosupersub\cf12\f13\fs20 a.nd \ul0\nosupersub\cf8\f9\fs18 bAdv
ertising doesn't causebeaticular is a disease with a complicated etiology. \line
\up0 \expndtw0\charscalex59 \u8226? \u8226?\par\pard\ql \li5871\sb77\sl-207\slm
ult0 \up0 \expndtw-2\charscalex100 f\par\pard\qj \li5828\ri1681\sb6\sl-263\slmul
t0\fi4 \up0 \expndtw-2\charscalex100 t-\line \up0 \expndtw-7\charscalex100 es\pa
r\pard\ql \li5890\sb43\sl-207\slmult0 \up0 \expndtw-8\charscalex96 It\par\pard\q
l \li5808\sb72\sl-207\slmult0 \up0 \expndtw-7\charscalex100 ate\par\pard\qj \li2
559\ri1854\sb13\sl-278\slmult0\fi38 \up0 \expndtw-4\charscalex100 e obsessions t
o take root in and creates a clim \up0 \expndtw-7\charscalex100 s flourish.\par\
pard\ql \li370\ri1547\sb0\sl-249\slmult0\tx6039 \up0 \expndtw-1\charscalex100 of
deThe influence of the med \line\tab \up0 \expndtw-2\charscalex100 e\par\pard\q
l \li6029\sb46\sl-207\slmult0 \up0 \expndtw-8\charscalex87 i-\par\pard\qj \li602
4\ri1480\sb5\sl-264\slmult0 \up0 \expndtw-8\charscalex93 d. \line \up0 \expndtw-
8\charscalex100 re\par\pard\qj \li6015\ri1427\sb7\sl-273\slmult0 \up0 \expndtw-1
\charscalex100 oo \line \up0 \expndtw-7\charscalex100 his\par\pard\qj \li524\ri1
403\sb0\sl-213\slmult0 \up0 \expndtw-2\charscalex100 than d t rove a direct caus
al link between television and eating disorders. Fiji \up0 \expndtw-8\charscalex
92 is a \line \up0 \expndtw-3\charscalex100 fat," and\par\pard\ql \li572\sb61\sl
-207\slmult0\tx2943 \up0 \expndtw-6\charscalex100 doesn' \up0 \expndtw-2\charsc
alex100 p\tab \up0 \expndtw-8\charscalex93 ys. \up0 \expndtw-8\charscalex100 How
ev er\par\pard\ql \li6240\sb105\sl-207\slmult0 \up0 \expndtw-2\charscalex100 e\p
ar\pard\ql \li6216\sb72\sl-207\slmult0 \up0 \expndtw-8\charscalex93 ig\par\pard\
ql \li634\sb13\sl-207\slmult0\tx6293 \up0 \expndtw-3\charscalex100 lgirls who wa
tched television le\tab \up0 \expndtw-2\charscalex100 e\par\pard\ql \li8731\sb0\
sl-207\slmult0 \par\pard\ql \li8731\sb0\sl-207\slmult0 \par\pard\ql \li711\sb186
\sl-207\slmult0 \up0 \expndtw-4\charscalex100 can make any woman anywhere feel p
erfectly rotten about her shape."curity. W\par\pard\column \ql \li20\sb588\sl-87
4\slmult0 \up0 \expndtw0\charscalex97 \ul0\nosupersub\cf13\f14\fs76 t\par\pard\q
l \li16137\sb0\sl-667\slmult0 \par\pard\ql \li16137\sb0\sl-667\slmult0 \par\pard
\ql \li16137\sb0\sl-667\slmult0 \par\pard\ql \li16137\sb0\sl-667\slmult0 \par\pa
rd\ql \li16137\sb0\sl-667\slmult0 \par\pard\ql \li16137\sb0\sl-667\slmult0 \par\
pard\ql \li279\sb76\sl-667\slmult0 \up0 \expndtw0\charscalex97 \ul0\nosupersub\c
f14\f15\fs58 1\par\pard\ql \li16204\sb0\sl-667\slmult0 \par\pard\ql \li346\sb259
\sl-667\slmult0 \up0 \expndtw0\charscalex95 1 \par\pard\sect\sectd\fs24\landscap
e\paperw15960\paperh11920{\bkmkstart Pg5}{\bkmkend Pg5}\par\pard\sect\sectd\sbkn
one\cols3\colno1\colw6142\colsr160\colno2\colw3157\colsr160\colno3\colw6211\cols
r160\ql \li1276\sb0\sl-184\slmult0 \par\pard\ql \li1276\sb0\sl-184\slmult0 \par\
pard\ql \li2635\sb69\sl-184\slmult0\tx2971 \up0 \expndtw0\charscalex103 \ul0\nos
upersub\cf1\f2\fs16 136\tab \up0 \expndtw0\charscalex101 \u8226? CAN'l BUY MY LO
VE\par\pard\ql \li2587\sb768\sl-897\slmult0\tx3316 \up0 \expndtw0\charscalex42 \
ul0\nosupersub\cf15\f16\fs78 tit\tab \up0 \expndtw0\charscalex40 \ul0\nosupersub
\cf16\f17\fs54 1110\par\pard\column \qj \li1276\sb0\sl-263\slmult0 \par\pard\qj
\li1276\sb0\sl-263\slmult0 \par\pard\qj \li1276\sb0\sl-263\slmult0 \par\pard\qj
\li20\ri1096\sb101\sl-263\slmult0\fi321 \up0 \expndtw0\charscalex118 \ul0\nosupe
rsub\cf1\f2\fs16 Being obsessed about \line \up0 \expndtw0\charscalex104 one's w
eight is made to seem\par\pard\qj \li25\ri1091\sb0\sl-271\slmult0 \up0 \expndtw0
\charscalex100 \ul0\nosupersub\cf8\f9\fs18 normal and even appealing \line \up0
\expndtw0\charscalex106 in ads for unrelated prod-\line \up0 \expndtw-5\charscal
ex100 ucts, such as a scotch ad that \line \up0 \expndtw0\charscalex115 features
a very thin and \line \up0 \expndtw0\charscalex101 pretty young woman look-\lin
e \up0 \expndtw0\charscalex110 ing in a mirror while her \line \up0 \expndtw-3\c
harscalex100 boyfriend observes her. The\par\pard\qj \li30\ri1086\sb0\sl-266\slm
ult0 \up0 \expndtw0\charscalex104 \ul0\nosupersub\cf1\f2\fs16 copy, addressed to
him, says, \line \up0 \expndtw0\charscalex109 "Listen, \ul0\nosupersub\cf8\f9\f
s18 if you can handle\par\pard\column \ql \li1276\sb0\sl-184\slmult0 \par\pard\q
l \li1276\sb0\sl-184\slmult0 \par\pard\ql \li1302\sb74\sl-184\slmult0\tx5507 \up
0 \expndtw0\charscalex100 \ul0\nosupersub\cf1\f2\fs16 THE MORE YOU SUBTRACT. THE
MORE YOU ADD' \up0 \expndtw-2\charscalex100 \u8226? \tab \up0 \expndtw-7\chars
calex92 1 37\par\pard\qj \li1276\sb0\sl-269\slmult0 \par\pard\qj \li20\ri435\sb1
0\sl-269\slmult0\fi316 \up0 \expndtw-2\charscalex100 On the most \ul0\nosupersub
\cf8\f9\fs18 obvious and familiar level, this refers to her body. However, the \
line \up0 \expndtw0\charscalex100 loss, the \ul0\nosupersub\cf1\f2\fs16 subtract
ion, the \ul0\nosupersub\cf8\f9\fs18 cutting down to size also refers to her sen
se of her self, \line \up0 \expndtw-1\charscalex100 her sexuality her need for a
uthentic connection, and her longing for power and \line \up0 \expndtw-1\charsca
lex100 freedom. I certainly don't think that the creators of this particular ad
had all this \line \up0 \expndtw-4\charscalex100 in mind. They're simply selling
expensive clothing in an unoriginal way, by using \line \up0 \expndtw-1\charsca
lex100 a very young and very thin woman\u8212?and an unfortunate tagline. It wou
ldn't be \line \up0 \expndtw-3\charscalex100 important at all were there not so
many other ads that reinforce this message and \line \up0 \expndtw-4\charscalex1
00 did it not coincide with a cultural crisis taking place now for adolescent gi
rls.\par\pard\qj \li25\ri420\sb1\sl-268\slmult0\fi307 \up0 \expndtw-2\charscalex
100 "We cut Judy down to size," says an ad for a health club. "Soon, you'll both
\line \up0 \expndtw-2\charscalex100 be taking up less space," says an ad for a
collapsible treadmill, referring both to \line \up0 \expndtw0\charscalex100 the
product and to the young woman exercising on it. \ul0\nosupersub\cf7\f8\fs18 The
obsession with thin-\par\pard\sect\sectd\sbknone\cols2\colno1\colw9344\colsr160
\colno2\colw6316\colsr160\qj \li2649\ri977\sb0\sl-264\slmult0 \up0 \expndtw-5\ch
arscalex100 \ul0\nosupersub\cf8\f9\fs18 'Honey, do I look fat?' you can handle t
his." These two are so intimate that she can \line \up0 \expndtw0\charscalex105
share her deepest fears with him\u8212?and he can respond by chuckling at her \l
ine \up0 \expndtw-4\charscalex100 adorable vulnerability and knocking back anoth
er scotch. And everyone who sees\par\pard\ql \li1276\sb43\sl-184\slmult0\tx2644
\up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf1\f2\fs16 it\tab \up0 \expndtw-4
\charscalex100 \ul0\nosupersub\cf7\f8\fs18 the \ul0\nosupersub\cf8\f9\fs18 ad ge
ts the message that it is perfectly normal for all young women, including\par\pa
rd\ql \li1425\sb114\sl-184\slmult0\tx2649 \up0 \expndtw0\charscalex60 \ul0\nosup
ersub\cf1\f2\fs16 S.\tab \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf8\f9\fs
18 thin and attractive ones, to worry about their weight.\par\pard\qj \li2649\ri
982\sb11\sl-268\slmult0\fi321 \up0 \expndtw-1\charscalex100 "Put some weight on,
" says a British ad featuring an extremely thin young \up0 \expndtw0\charscalex1
00 woman\u8212?but the ad is referring to her watch. She is so thin she can wear
the \up0 \expndtw-5\charscalex100 watch on her upper arm \u8212?and this is sup
posed to be a good thing.\par\pard\qj \li2654\ri981\sb3\sl-265\slmult0\fi321 \up
0 \expndtw0\charscalex108 \ul0\nosupersub\cf1\f2\fs16 Not all of this is intenti
onal on the part of the advertisers, of course. A great \line \up0 \expndtw0\cha
rscalex107 deal of it \ul0\nosupersub\cf9\f10\fs16 is \ul0\nosupersub\cf8\f9\fs1
8 based on research and \ul0\nosupersub\cf7\f8\fs18 is \ul0\nosupersub\cf8\f9\fs
18 intended to arouse anxiety and affect \line \up0 \expndtw-4\charscalex100 wom
ens self-esteem. But some of it reflects the unconscious attitudes and beliefs \
line \up0 \expndtw-3\charscalex100 of the individual advertisers, as well as wha
t Carl Jung referred to as the "collec-\line \up0 \expndtw-2\charscalex100 tive
unconscious." Advertisers are members of the culture too and have been as \line
\up0 \expndtw-2\charscalex100 thoroughly conditioned as anyone else. The magazin
es and the ads deliberately \line \up0 \expndtw-4\charscalex100 \ul0\nosupersub\
cf7\f8\fs18 create \ul0\nosupersub\cf8\f9\fs18 and intensify anxiety about weigh
t because it is so profitable. On a deeper \line \up0 \expndtw-4\charscalex100 l
evel, however, they \ul0\nosupersub\cf7\f8\fs18 reflect \ul0\nosupersub\cf8\f9\f
s18 cultural concerns and conflicts about women's power. \line \up0 \expndtw-4\c
harscalex100 Real freedom for women would change the very basis of our male-domi
nated so-\line \up0 \expndtw-3\charscalex100 ciey. It is not surprising that man
y men (and women, to be sure) fear this.\par\pard\qj \li2668\ri934\sb0\sl-270\sl
mult0\fi316 \up0 \expndtw0\charscalex100 -The more you subtract, the more you ad
d," says an ad that ran in several \line \up0 \expndtw-6\charscalex100 women's a
nd teen magazines in 1997. Surprisingly, it is an ad for clothing, not for a. \l
ine \up0 \expndtw-5\charscalex100 diet product. Overtly, it is a statement about
minimalism in fashion. However, the \line \up0 \expndtw0\charscalex102 \ul0\nos
upersub\cf1\f2\fs16 fact that the girl in the ad is very young and \ul0\nosupers
ub\cf8\f9\fs18 very thin \ul0\nosupersub\cf1\f2\fs16 reinforces \ul0\nosupersub\
cf8\f9\fs18 another message, \line \up0 \expndtw-2\charscalex100 a message that
an adolescent girl constantly gets from advertising and through-\line \up0 \expn
dtw-3\charscalex100 out the popular culture, the message that she should diminis
h herself, she should \line \up0 \expndtw-6\charscalex100 be \ul0\nosupersub\cf7
\f8\fs18 less \ul0\nosupersub\cf8\f9\fs18 than she is.\par\pard\column \ql \li13
5\ri156\sb0\sl-266\slmult0\fi9 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf7
\f8\fs18 ness is most deepy about cutting girls and women down to size. \ul0\nos
upersub\cf1\f2\fs16 It \ul0\nosupersub\cf8\f9\fs18 is only a sym-\line \up0 \exp
ndtw0\charscalex103 bol, albeit a very powerful and destructive one, of tremendo
us fear of female "" \line \up0 \expndtw-3\charscalex100 power. Powerful women a
rc \ul0\nosupersub\cf7\f8\fs18 seen \ul0\nosupersub\cf8\f9\fs18 by many people (
women as well as men) as in-\line \up0 \expndtw-3\charscalex100 herently destruc
tive and dangerous. Some argue that it is men's awareness of just \line \up0 \ex
pndtw0\charscalex104 how powerful women car, be that has created the attempts to
keep women \line \up0 \expndtw0\charscalex100 small. Indeed, thinness as an ide
al has always accompanied periods of greater \line \up0 \expndtw-4\charscalex100
freedom for women\u8212?as soon as we got the vote, boyish flapper bodies came
into \line \up0 \expndtw0\charscalex100 vogue. No wonder there is such pressure
on young women today to be thin, to \line \up0 \expndtw-5\charscalex100 shrink,
to be like little girls, not to take up too much space, literally or figurativel
y\par\pard\qj \li144\ri421\sb2\sl-265\slmult0\fi302 \up0 \expndtw-1\charscalex10
0 At the same time there is relentless pressure on women to be small, there is \
up0 \expndtw-4\charscalex100 also pressure on us to succeed, to achieve, to "hav
e it ail." We can be successful as \up0 \expndtw-1\charscalex100 long as we stay
"feminine" (i.e., powerless enough not to be truly threatening). \up0 \expndtw0
\charscalex100 One way to do this is to present an image of fragility, to look l
ike a waif. This \up0 \expndtw0\charscalex102 demonstrates that one is both in c
ontrol and still very 'feminine." One of the \up0 \expndtw0\charscalex100 many d
ouble binds tormenting young women today is the need to be both so-\line \up0 \e
xpndtw-2\charscalex100 phisticated and accomplished, yet also delicate and child
like. Again, this applies \up0 \expndtw-3\charscalex100 mostly to middle- to upp
er-class white \ul0\nosupersub\cf1\f2\fs16 women.\par\pard\qj \li159\ri425\sb0\s
l-267\slmult0\fi292 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf8\f9\fs18 The
changing roles and greater opportunities for women promised by the \line \up0 \
expndtw-3\charscalex100 women's movement arc trivialized, reduced to the private
search for the slimmest \line \up0 \expndtw-1\charscalex100 body. In one commer
cial, three skinny young women dance and sing about the\par\pard\ql \li20\sb56\s
l-207\slmult0 \up0 \expndtw-3\charscalex100 5.';taste of freedom." They are feel
ing free because they' can now eat bread, thanks\par\pard\qj \li63\ri420\sb8\sl-
273\slmult0\fi105 \up0 \expndtw-3\charscalex100 to a !ow-calorie version. A comm
ercial for a fast-food chain features a very slim \line \up0 \expndtw-3\charscal
ex100 .ryoung woman who announces, "I have a license to eat." The salad bar and
lighter\par\pard\qj \li173\ri425\sb3\sl-264\slmult0 \up0 \expndtw-4\charscalex10
0 fare have given her freedom to eat (as if eating for women were a privilege ra
ther \up0 \expndtw-5\charscalex100 than a need). "Free yourself," says ad after
ad for diet products. \par\pard\sect\sectd\fs24\landscape\paperw15840\paperh1198
0{\bkmkstart Pg6}{\bkmkend Pg6}\par\pard\sect\sectd\sbknone\cols3\colno1\colw868
6\colsr160\colno2\colw3944\colsr160\colno3\colw2760\colsr160\ql \li657\sb0\sl-20
7\slmult0 \par\pard\ql \li1209\sb196\sl-207\slmult0\tx1473\tx1617 \up0 \expndtw-
8\charscalex83 \ul0\nosupersub\cf8\f9\fs18 sty\tab \up0 \expndtw-2\charscalex100
\u8226? \tab \up0 \expndtw-8\charscalex92 CAN'T BUY MY LOVE\par\pard\qj \li657\
sb0\sl-144\slmult0 \par\pard\qj \li657\sb0\sl-144\slmult0 \par\pard\qj \li657\sb
0\sl-144\slmult0 \par\pard\qj \li657\sb0\sl-144\slmult0 \par\pard\qj \li657\sb0\
sl-144\slmult0 \par\pard\qj \li1075\ri1902\sb130\sl-144\slmult0\tx5424 \up0 \exp
ndtw-3\charscalex100 lot of products. It also causes enormous suffering involvin
gmass delusion sells a \line\tab \up0 \expndtw-6\charscalex100 girls in false qu
est\par\pard\qj \li1027\ri1725\sb0\sl-331\slmult0\fi14 \up0 \expndtw0\charscalex
100 might really empower them. "A declarg attention and energ\up0 \expndtw0\char
scalex104 y from that whichil \up0 \expndtw-2\charscalex100 for perfu:ne that fe
atures an emaciated \up0 \expndtw-3\charscalex100 ation of independence," procla
ims an ad\par\pard\column \ql \li657\sb0\sl-207\slmult0 \par\pard\ql \li657\sb0\
sl-207\slmult0 \par\pard\ql \li657\sb0\sl-207\slmult0 \par\pard\ql \li20\sb95\sl
-207\slmult0 \up0 \expndtw-8\charscalex95 "THE MORE YOU SUBTRACT, 7HE MORE YOU A
DD\par\pard\column \ql \li657\sb0\sl-207\slmult0 \par\pard\ql \li657\sb0\sl-207\
slmult0 \par\pard\ql \li20\sb196\sl-207\slmult0\tx184 \up0 \expndtw-2\charscalex
100 \u8226? \tab \up0 \expndtw-8\charscalex83 1 39\par\pard\sect\sectd\sbknone\c
ols2\colno1\colw3829\colsr20\colno2\colw11851\colsr160\qj \li657\sb0\sl-144\slmu
lt0 \par\pard\qj \li1012\ri0\sb61\sl-144\slmult0\tx1320 \up0 \expndtw-5\charscal
ex100 thin as the model's becomes a prison for \line\tab \up0 \expndtw0\charscal
ex138 'h\par\pard\column \qj \li20\ri9104\sb42\sl-206\slmult0 \up0 \expndtw-2\ch
arscalex100 model, but in fact the quest fora body \up0 \expndtw-4\charscalex100
many women and girls. \par\pard\sect\sectd\sbknone \li657\sb120\sl-207\slmult0\
fi331 \up0 \expndtw-4\charscalex100 importance of andineed for interpersoe a pro
blem too if it lea\t \up0 \expndtw-2\charscalex100 ds girls to deny the '\par\pa
rd\sect\sectd\sbknone \li657\sb24\sl-207\slmult0\fi3086 \up0 \expndtw-2\charscal
ex100 nal relationships. Girls and young women\par\pard\sect\sectd\sbknone \li65
7\sb0\sl-162\slmult0\fi316 \up0 \expndtw-2\charscalex100 today are encouraged by
the culture to\par\pard\sect\sectd\sbknone \li657\sb0\sl-162\slmult0\fi3105\tx6
609 \up0 \expndtw-7\charscalex100 achieve a very, "masculine" kind of auto\tab \
up0 \expndtw-2\charscalex100 \u8226?\par\pard\sect\sectd\sbknone \li657\sb0\sl-1
62\slmult0\fi297 \up0 \expndtw-2\charscalex100 omy and independence, one that ex
clud\par\pard\sect\sectd\sbknone \li657\sb0\sl-162\slmult0\fi3167 \up0 \expndtw-
2\charscalex100 es interdependence, mutuality, and co::-\par\pard\sect\sectd\sbk
none \li657\sb0\sl-162\slmult0\fi287 \up0 \expndtw-2\charscalex100 nection with
others. Catherine Steine\par\pard\sect\sectd\sbknone \li657\sb0\sl-162\slmult0\f
i3182 \up0 \expndtw-2\charscalex100 r-Adair suggests that perhaps eating\par\par
d\sect\sectd\sbknone\cols2\colno1\colw3910\colsr40\colno2\colw11750\colsr160\qj
\li916\ri0\sb0\sl-162\slmult0\fi14 \up0 \expndtw-3\charscalex100 disorders emerg
e at adolescence because \line \up0 \expndtw0\charscalex40 ence themselves to he
at a crossroads in thr\par\pard\column \ql \li20\ri2883\sb0\sl-212\slmult0\tx88
06 \up0 \expndtw-3\charscalex100 it is at this point that "females experi-\line
\up0 \expndtw-5\charscalex100 eir lives where they must shift from, a \tab \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 \u8226? \par\pard\sect\sect
d\sbknone \li657\sb1\sl-179\slmult0\fi235 \up0 \expndtw-6\charscalex100 \ul0\nos
upersub\cf8\f9\fs18 tolerable loss when indlife to an autonomous\t \dn3 \expndtw
-4\charscalex100 one, a shift that can represent an in-\par\pard\sect\sectd\sbkn
one\cols3\colno1\colw7640\colsr160\colno2\colw3970\colsr110\colno3\colw3830\cols
r160\qj \li657\sb0\sl-172\slmult0 \par\pard\qj \li873\ri1015\sb72\sl-172\slmult0
\tx5145 \up0 \expndtw-1\charscalex100 sees eating disorders aspolitical statemen
ts, a kind of hungn." In this sense, she \line\tab \up0 \expndtw-6\charscalex100
er strike: "Girls with\par\pard\ql \li844\sb64\sl-207\slmult0 \up0 \expndtw-4\c
harscalex100 balance of the culture's values, which tlbeit confused, grasp o \up
0 \expndtw-3\charscalex100 f the dangerous im-\par\pard\qj \li835\ri1058\sb115\s
l-144\slmult0\fi2716 \up0 \expndtw-5\charscalex100 hey cannot articulate in the
face of the cul-\line \up0 \expndtw-3\charscalex100 ture's abject denial of thei
r adolescent\par\pard\ql \li815\sb2\sl-153\slmult0\tx3561 \up0 \expndtw-4\charsc
alex100 their bodies."\tab \up0 \expndtw-4\charscalex100 intuitive truth, so the
y tell their story with\par\pard\qj \li657\sb0\sl-172\slmult0 \par\pard\qj \li65
7\sb0\sl-172\slmult0 \par\pard\qj \li791\ri1087\sb122\sl-172\slmult0\tx4881 \up0
\expndtw-2\charscalex100 the ideal image, w eiglitism, and the obsession with t
hinn girls by \ul0\nosupersub\cf7\f8\fs18 the \ul0\nosupersub\cf8\f9\fs18 tyrann
y of \line\tab \up0 \expndtw-5\charscalex100 ess. But girls \ul0\nosupersub\cf7\
f8\fs18 get \ul0\nosupersub\cf8\f9\fs18 oche:\par\pard\ql \li758\sb64\sl-207\slm
ult0 \up0 \expndtw0\charscalex101 are urged to be "barely there\u8212?beau to si
ze" more subtly \up0 \expndtw0\charscalex103 In ad after ad girls\par\pard\qj \
li744\ri1144\sb174\sl-182\slmult0\tx4963 \up0 \expndtw-2\charscalex100 influence
d by images of other girls. They are even more purse, girls are not just \line\t
ab \up0 \expndtw-1\charscalex100 owerfully attuned to\par\pard\ql \li715\sb57\sl
-207\slmult0 \up0 \expndtw-2\charscalex100 them, what theyare to become. Andarn
from these images \up0 \expndtw0\charscalex102 what is expected of\par\pard\qj \
li686\ri1183\sb145\sl-211\slmult0\fi19\tx4872 \up0 \expndtw-2\charscalex100 maga
zines they read, even those mag azines designed for again and again in the \line
\up0 \expndtw-3\charscalex100 commercials they watch \tab \up0 \expndtw0\charsc
alex100 teenagers, and in the\par\pard\ql \li657\sb0\sl-144\slmult0 \par\pard\ql
\li657\sb0\sl-144\slmult0 \par\pard\ql \li657\ri1231\sb51\sl-144\slmult0\tx4243
\up0 \expndtw-1\charscalex100 deedthis is one of theprimhout saying a word," sa
\line\tab \up0 \expndtw-3\charscalex100 ys an ad for perfume. And in-\par\pard\
qj \li643\ri1240\sb181\sl-187\slmult0\tx4862 \up0 \expndtw-3\charscalex100 silen
ce of a look can reveal more than words." says anotheradolescent girls. 'The \li
ne\tab \up0 \expndtw-2\charscalex100 perfume ad, this one\par\pard\ql \li614\sb6
6\sl-207\slmult0 \up0 \expndtw-2\charscalex100 other perfume ad,and a clothing a
d sa. "More than words c \up0 \expndtw-4\charscalex100 an say," says yet an-\par
\pard\qj \li600\sb0\sl-177\slmult0 \par\pard\qj \li600\ri1298\sb6\sl-177\slmult0
\tx4900 \up0 \expndtw-3\charscalex100 saying a word)." An ad for lipstick says,s
,"Watch your mouthyour mind (without \line\tab \up0 \expndtw-6\charscalex100 , y
oung lady," while\par\pard\column \qj \li7800\sb0\sl-265\slmult0 \par\pard\qj \l
i20\ri112\sb90\sl-265\slmult0\fi9 \up0 \expndtw-4\charscalex100 promises "hair t
hat speaks volumes." In another ad, a \line \up0 \expndtw-2\charscalex100 young
woman's turtleneck is pulled over her mouth. \line \up0 \expndtw-3\charscalex100
And an ad for a movie soundtrack features a chilling \line \up0 \expndtw-5\char
scalex100 image of a young woman with her lips sewn together.\par\pard\qj \li53\
ri40\sb0\sl-267\slmult0\fi302 \up0 \expndtw-2\charscalex100 It is not only the g
irls themselves who see these \line \up0 \expndtw0\charscalex102 images, of cour
se. Their parents and teachers and \line \up0 \expndtw0\charscalex101 doctors se
e them and they influence their sense of \line \up0 \expndtw-1\charscalex100 how
girls should be. A 1999 study done at the Uni-\line \up0 \expndtw0\charscalex11
4 versity of Michigan found that, beginning in \line \up0 \expndtw-3\charscalex1
00 preschool, girls are told to be quiet much more often \line \up0 \expndtw0\ch
arscalex101 than boys. Although boys were much noisier than \line \up0 \expndtw0
\charscalex101 girls, the girls were told to speak softly or to use a \line \up0
\expndtw0\charscalex104 "nicer" voice about three times more often. Girls \line
\up0 \expndtw0\charscalex100 were encouraged to be quiet, small, and physically
\par\pard\qj \li101\ri16\sb0\sl-272\slmult0 \up0 \expndtw0\charscalex104 constra
ined. The rnearcher concluded that one of \line \up0 \expndtw0\charscalex102 \ul
0\nosupersub\cf12\f13\fs20 the \ul0\nosupersub\cf8\f9\fs18 consequences of this
socialization is that girls \line \up0 \expndtw-1\charscalex100 grow into women
afraid to speak up for themselves \line \up0 \expndtw-4\charscalex100 or to use
their voices to protect themselves from a va-\line \up0 \expndtw-5\charscalex100
riety of dangers.\par\pard\ql \li447\sb47\sl-207\slmult0 \up0 \expndtw-1\charsc
alex100 A television commercial features a very young\par\pard\column \ql \li118
70\sb0\sl-299\slmult0 \par\pard\ql \li20\sb124\sl-299\slmult0 \up0 \expndtw0\cha
rscalex112 \ul0\nosupersub\cf18\f19\fs26 TRANGOAND\par\pard\ql \li12384\sb0\sl-1
15\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl
-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\
sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb
0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\
sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li1238
12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \
li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql
\li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\pard\
ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li12384\sb0\sl-115\slmult0 \par\par
d\ql \li12384\sb0\sl-115\slmult0 \par\pard\ql \li562\sb102\sl-115\slmult0 \up0 \
expndtw0\charscalex171 \ul0\nosupersub\cf19\f20\fs10 rIlyn Man\par\pard\qj \li53
4\ri2138\sb0\sl-147\slmult0\tx601 \up0 \expndtw0\charscalex214 Inte.a SI. roe \l
ine \tab \up0 \expndtw0\charscalex173 Megadeth\par\pard\qj \li572\ri2460\sb117\s
l-134\slmult0\tx750 \up0 \expndtw0\charscalex193 Scout \ul0\nosupersub\cf11\f12\
fs12 fly \line \tab \up0 \expndtw0\charscalex154 \ul0\nosupersub\cf10\f11\fs8 An
thrax.\par\pard\ql \li394\sb21\sl-115\slmult0 \up0 \expndtw0\charscalex207 \ul0\
nosupersub\cf19\f20\fs10 Seave.rlduast\par\pard\qj \li580\sb0\sl-124\slmult0 \pa
r\pard\qj \li452\ri2316\sb23\sl-124\slmult0\tx495 \up0 \expndtw0\charscalex177 \
ul0\nosupersub\cf10\f11\fs8 COM \ul0\nosupersub\cf19\f20\fs10 Chamber \line \tab
\up0 \expndtw0\charscalex157 14\u8226?Iern \ul0\nosupersub\cf10\f11\fs8 of Down
\par\pard\ql \li850\sb13\sl-92\slmult0 \up0 \expndtw0\charscalex120 Swws\par\par
d\qj \li716\ri2571\sb37\sl-76\slmult0\tx745 \up0 \expndtw0\charscalex156 Own) p.
a. \line \tab \up0 \expndtw0\charscalex129 Kid ftwalg.\par\pard\ql \li580\sb0\sl
-92\slmult0 \par\pard\ql \li701\sb78\sl-92\slmult0 \up0 \expndtw0\charscalex168
and morel\par\pard\qj \li159\ri1884\sb0\sl-176\slmult0\tx740 \up0 \expndtw0\char
scalex145 MON* \ul0\nosupersub\cf19\f20\fs10 opera OCTOBER and . \line \tab \up0
\expndtw0\charscalex145 \ul0\nosupersub\cf20\f21\fs8 wwwww \up0 \expndtw0\chars
calex207 \ul0\nosupersub\cf10\f11\fs8 ne wow...by\par\pard\sect\sectd\sbknone\co
ls2\colno1\colw4880\colsr20\colno2\colw10800\colsr160\ql \li580\sb0\sl-198\slmul
t0 \up0 \expndtw-5\charscalex100 \ul0\nosupersub\cf8\f9\fs18 one for nail polish
says, "Let your fingers \ul0\nosupersub\cf17\f18\fs22 do \ul0\nosupersub\cf8\f9
\fs18 the talking," an\par\pard\column \ql \li20\sb105\sl-144\slmult0\tx3035 \up
0 \expndtw-1\charscalex100 d cne for hairspray\tab \up0 \expndtw-5\charscalex100
woman lying on a bed, giggling, silly Suddenly a male \par\pard\sect\sectd\fs24
\landscape\paperw15840\paperh11660{\bkmkstart Pg7}{\bkmkend Pg7}\par\pard\sect\s
ectd\sbknone\cols2\colno1\colw10419\colsr160\colno2\colw5121\colsr160\ql \li2318
\sb57\sl-161\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs14 1
\up0 \expndtw0\charscalex116 40 \u8226? CAN'T BUY MY LOVE\par\pard\ql \li3960\r
i2373\sb264\sl-274\slmult0\fi244\tx4204\tx4200\tx4204 \up0 \expndtw0\charscalex1
10 \ul0\nosupersub\cf1\f2\fs16 hand comes forward. His finger touches her lips a
nd \line\tab \up0 \expndtw0\charscalex108 she becomes silent, her face blank. An
other commer-\line \tab \up0 \expndtw0\charscalex111 cial features a very young
woman, shot in black and \line \tab \up0 \expndtw0\charscalex120 white but with
colored contact lenses. She never \line \up0 \expndtw0\charscalex112 V, speaks b
ut she touches her face and her hair as a fe-\par\pard\ql \li4032\sb46\sl-184\sl
mult0 \up0 \expndtw0\charscalex103 1 male voiceover says. "Your eyes don't just
see, they also\par\pard\column \ql \li10579\sb0\sl-161\slmult0 \par\pard\ql \li1
0579\sb0\sl-161\slmult0 \par\pard\ql \li20\sb48\sl-161\slmult0\tx4124\tx4287 \up
0 \expndtw0\charscalex113 \ul0\nosupersub\cf6\f7\fs14 "THE MORE YOU SUBTRACT. TH
E MORE YOU ADD"\tab \up0 \expndtw-2\charscalex100 \u8226? \tab \up0 \expndtw-2\c
harscalex100 1 \up0 \expndtw0\charscalex100 41 \par\pard\sect\sectd\sbknone \ql
\li3355\sb0\sl-342\slmult0 \up0 \expndtw0\charscalex52 \ul0\nosupersub\cf21\f22\
fs38 V6rb\up0 \expndtw0\charscalex203 \ul0\nosupersub\cf1\f2\fs16 at \par\pard\q
l \li3388\ri7707\sb0\sl-273\slmult0\fi825\tldot\tx4857\tx4900\tx4219\tx4219 \up0
\expndtw0\charscalex110 speak\expndtw0\charscalex100\tab \tab \up0 \expndtw0\c
harscalex100 Your eyes can say a lot, but they don't have to \line\tab \up0 \exp
ndtw0\charscalex105 shout. hey can speak softly. Let your eyes be heard ... \lin
e\tab \up0 \expndtw0\charscalex107 without making a sound." The commercial ends
with \up0 \expndtw0\charscalex104 j.11117 \up0 \expndtw0\charscalex109 ). theyo
ung woman putting her finger in her mouth. \par\pard\ql \li4536\sb0\sl-144\slmul
t0 \up0 \expndtw0\charscalex107 -Score high on nonverbal skills," says a clothin
g \par\pard\ql \li2342\sb0\sl-144\slmult0 \up0 \expndtw0\charscalex112 ad featui
ng a young African-American woman, while an ad for mascara tells \par\pard\ql \l
i2328\sb9\sl-152\slmult0 \up0 \expndtw0\charscalex105 young women to "make up yo
ur own language." And an Italian ad features a very\par\pard\sect\sectd\sbknone\
cols2\colno1\colw9200\colsr160\colno2\colw6340\colsr160\qj \li2347\ri1125\sb43\s
l-267\slmult0\fi4 \up0 \expndtw0\charscalex111 thin young woman in an elegant co
at sitting on a window scat. The copy says, \line \up0 \expndtw0\charscalex107 "
This woman is silent. This coat talks." Girls, seeing these images of women, arc
\line \up0 \expndtw0\charscalex109 encouraged to be silent, mysterious, not to
talk too much or too loudly. In many \line \up0 \expndtw0\charscalex111 differen
t ways, they are told "the more you subtract, the more you add." In this \line \
up0 \expndtw0\charscalex108 kind of climate, a Buffalo jeans ad featuring a youn
g woman screaming. "I don't \line \up0 \expndtw0\charscalex109 nave to scream fo
r attention but I do," can seem like an improvement\u8212?until we \line \up0 \e
xpndtw0\charscalex110 notice that she's really getting attention by unbuttoning
her blouse to her navel. \line \up0 \expndtw0\charscalex109 This is typical of t
he mixed messages so many ads and other forms of the media \line \up0 \expndtw0\
charscalex106 give girls. The young woman seems fierce and powerful, but she's r
eally exposed, \line \up0 \expndtw0\charscalex105 vulnerable.\par\pard\column \q
l \li2371\sb0\sl-69\slmult0 \par\pard\ql \li2371\sb0\sl-69\slmult0 \par\pard\ql
\li3610\sb64\sl-69\slmult0\tx5271\tx5727 \up0 \expndtw0\charscalex163 \ul0\nosup
ersub\cf4\f5\fs6 \u8226?\u8226?\u8226?\u8226?\u8226?\u8226? 1\u8226?\u8226?\u822
6?\u8226?\u8226?\u8226?\u8226?\u8226?1\u8226?111\u8226?\u9632?\u8226?\u8226?\u82
26?\u8226?\u9632?\u8226?Ow\u8226? El.\tab \up0 \expndtw0\charscalex100 I\tab \up
0 \expndtw0\charscalex100 \u8226?\par\pard\qj \li2371\sb0\sl-261\slmult0 \par\pa
rd\qj \li20\ri554\sb64\sl-261\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupers
ub\cf1\f2\fs16 expression? Advertisers certainly spend a lot of money on psychol
ogical research \up0 \expndtw0\charscalex114 and focus groups. I would expect th
ese groups to reveal, among other things, \up0 \expndtw0\charscalex111 that teen
age girls are angry but reticent. Cetainly the cumulative effect of these \up0 \
expndtw0\charscalex112 images and words urging girls to express themselves only
through their bodies \up0 \expndtw0\charscalex108 and through products is seriou
s and harmful.\par\pard\qj \li24\ri560\sb16\sl-263\slmult0\fi316 \up0 \expndtw0\
charscalex110 Many ads feature girls and young women in very passive poses, limp
, doll-\line \up0 \expndtw0\charscalex113 like, sometimes acting like little gir
ls, playing with dolls and wearing bows in \line \up0 \expndtw0\charscalex106 th
eir hair. One ad uses \ul0\nosupersub\cf9\f10\fs16 a \ul0\nosupersub\cf1\f2\fs16
pacifier to sell lipstick and another the image of a baby to\par\pard\sect\sect
d\sbknone\cols3\colno1\colw5145\colsr110\colno2\colw3959\colsr160\colno3\colw633
6\colsr160\qj \li2371\ri0\sb1\sl-264\slmult0\fi307 \up0 \expndtw0\charscalex107
The January 1998 cover of \ul0\nosupersub\cf9\f10\fs16 Seven-\line \up0 \expndtw
0\charscalex106 teen \ul0\nosupersub\cf1\f2\fs16 highlights an article, "Do you
talk \line \up0 \expndtw0\charscalex107 too much?" On the back cover is an ad \l
ine \up0 \expndtw0\charscalex111 for Express mascara, which promises \line \up0
\expndtw0\charscalex108 "high voltage volume instantly!" As if \line \up0 \expnd
tw0\charscalex115 the way that girls can express them-\par\pard\column \ql \li25
21\sb0\sl-144\slmult0 \up0 \expndtw0\charscalex190 \u8226?r\par\pard\ql \li2376\
sb0\sl-184\slmult0 \par\pard\ql \li2376\sb0\sl-184\slmult0 \par\pard\ql \li2376\
sb0\sl-184\slmult0 \par\pard\ql \li2376\sb0\sl-184\slmult0 \par\pard\ql \li2376\
sb0\sl-184\slmult0 \par\pard\ql \li20\sb87\sl-184\slmult0 \up0 \expndtw-3\charsc
alex100 do you nava ond?\par\pard\ql \li894\sb71\sl-230\slmult0 \up0 \expndtw0\c
harscalex124 \ul0\nosupersub\cf12\f13\fs20 es\par\pard\column \qj \li20\ri560\sb
0\sl-260\slmult0 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf1\f2\fs16 sell B
abyDoll Blush Highlight. "Lolita seems to be a comeback kid." says a fashion \up
0 \expndtw0\charscalex112 layout featuring a woman wearing a ridiculous hairstyl
e and a baby-doll dress, \up0 \expndtw0\charscalex110 standing with shoulders sl
umped and feet apart. In women's and teen magazines \up0 \expndtw0\charscalex106
it is virtually impossible to tell the fashion layouts from the ads. Indeed, th
ey exist \up0 \expndtw0\charscalex107 to support each other.\par\pard\ql \li332\
sb80\sl-184\slmult0 \up0 \expndtw0\charscalex110 As Erving Coffman pointed out i
n \ul0\nosupersub\cf9\f10\fs16 Gender Advertisements, \ul0\nosupersub\cf1\f2\fs1
6 we learn a great\par\pard\sect\sectd\sbknone\cols2\colno1\colw5150\colsr110\co
lno2\colw10440\colsr160\qj \li2376\ri0\sb0\sl-260\slmult0 \up0 \expndtw0\charsca
lex115 selves and turn up the volume is via \line \up0 \expndtw0\charscalex112 t
heir mascara. Is this harmless word-\line \up0 \expndtw0\charscalex108 play, or
is it a sophisticated and clever \line \up0 \expndtw0\charscalex123 marketing pl
oy based on research \line \up0 \expndtw0\charscalex116 about the silencing cf g
irls, deliber-\line \up0 \expndtw0\charscalex108 ately designed to attract them
with the \line \up0 \expndtw0\charscalex110 promise of at :east some form of sel
f-\par\pard\ql \li3287\sb0\sl-184\slmult0 \par\pard\ql \li3287\sb90\sl-184\slmul
t0\tx4036\tx4281\tx4449\tx4785 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf9
\f10\fs16 r\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs14 ,\tab
\up0 \expndtw-6\charscalex93 \u8226? .\tab \up0 \expndtw-2\charscalex100 \u8226?
\tab \up0 \expndtw0\charscalex130 \\...\par\pard\column \ql \li20\sb0\sl-306\sl
mult0\tx4139 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf22\f23\fs34 g\up0 \
expndtw-10\charscalex100 tg\ul0\nosupersub\cf1\f2\fs16 g\ul0\nosupersub\cf12\f13
\fs20 cloth\tab \up0 \expndtw0\charscalex113 \ul0\nosupersub\cf1\f2\fs16 deal ab
out the disparate power of males and females simply through the body\par\pard\qj
\li4139\ri564\sb0\sl-220\slmult0 \up0 \expndtw0\charscalex109 language and pose
s of advertising. Women, especial:y young women, are gener-\line \up0 \expndtw0\
charscalex108 ally subservient to men in ads, through both size and position. So
metimes it is as\par\pard\ql \li25\sb0\sl-234\slmult0\tx4144 \up0 \expndtw-2\cha
rscalex100 \ul0\nosupersub\cf18\f19\fs26 horos\tab \up0 \expndtw0\charscalex107
\ul0\nosupersub\cf1\f2\fs16 blatant as the woman serving as a footrest in the ad
for Think Skateboards.\par\pard\ql \li25\sb7\sl-192\slmult0 \up0 \expndtw-11\ch
arscalex95 \ul0\nosupersub\cf3\f4\fs24 bonanzci\par\pard\ql \li35\sb0\sl-120\slm
ult0\tx4446 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs14 you. total
\ul0\nosupersub\cf11\f12\fs12 90\tab \up0 \expndtw0\charscalex110 \ul0\nosupers
ub\cf1\f2\fs16 Other times, it is more subtle bet quite striking (once one becom
es aware of\par\pard\ql \li30\sb71\sl-149\slmult0\tx4153 \up0 \expndtw0\charscal
ex133 \ul0\nosupersub\cf11\f12\fs12 What Ws ike\tab \up0 \expndtw0\charscalex107
\ul0\nosupersub\cf1\f2\fs16 it). The double-paged spread for Calvin Klein's clo
thing for kids conveys a world\par\pard\ql \li35\sb5\sl-161\slmult0 \up0 \expndt
w0\charscalex128 \ul0\nosupersub\cf6\f7\fs14 to be the ;.\u8226?''\par\pard\ql \
li4144\sb0\sl-128\slmult0 \up0 \expndtw0\charscalex109 \ul0\nosupersub\cf1\f2\fs
16 of information abcut the relative power cf boys and girls. One of the boys se
ems \par\pard\sect\sectd\fs24\landscape\paperw16380\paperh12340{\bkmkstart Pg8}{
\bkmkend Pg8}\par\pard\sect\sectd\sbknone\cols2\colno1\colw8167\colsr160\colno2\
colw7913\colsr160\ql \li1343\sb0\sl-184\slmult0 \par\pard\ql \li1343\sb0\sl-184\
slmult0 \par\pard\ql \li1343\sb90\sl-184\slmult0\tx1675\tx1814 \up0 \expndtw-2\c
harscalex100 \ul0\nosupersub\cf1\f2\fs16 i \up0 \expndtw-1\charscalex100 42\tab
\up0 \expndtw-2\charscalex100 \u8226? \tab \up0 \expndtw-3\charscalex100 CAN'T B
UY MY LOVE\par\pard\qj \li5011\sb0\sl-270\slmult0 \par\pard\qj \li5011\ri1105\sb
84\sl-270\slmult0\fi14 \up0 \expndtw0\charscalex110 to be in the act of speaking
. \line \up0 \expndtw0\charscalex118 expressing himself, while \line \up0 \expnd
tw0\charscalex119 the girl has her hand over \line \up0 \expndtw0\charscalex111
her mouth. Boys are gener-\line \up0 \expndtw0\charscalex110 ally shown in ads a
s active, \line \up0 \expndtw0\charscalex119 rambunctious, while girls \line \up
0 \expndtw0\charscalex113 are more often passive and \line \up0 \expndtw0\charsc
alex125 focused on their appear-\line \up0 \expndtw0\charscalex115 ance. The exc
eption to the \line \up0 \expndtw0\charscalex106 rule involves African-Amer-\par
\pard\qj \li3177\ri1115\sb2\sl-273\slmult0\tx3499 \up0 \expndtw0\charscalex120 ,
\u8226? ican children, male and female, who are often \line\tab \up0 \expndtw0\
charscalex107 shown in advertising as passive observers of their\par\pard\ql \li
3494\sb41\sl-184\slmult0 \up0 \expndtw0\charscalex107 white playmates.\par\pard\
ql \li3268\ri1110\sb43\sl-265\slmult0\fi547\tx3489\tx3489\tx3484\tx3494\tx3480\t
x3494 \up0 \expndtw0\charscalex114 That these stereotypes continue, in spite of
\line\tab \up0 \expndtw0\charscalex112 all the recent focus on the harm done to
girls by \line \tab \up0 \expndtw0\charscalex112 enforced passivity, is evident
in the most casual \line \tab \up0 \expndtw0\charscalex118 glance at parents mag
azines. In the ads in the \line \tab \up0 \expndtw0\charscalex105 March 1999 iss
ues of \ul0\nosupersub\cf9\f10\fs16 Child \ul0\nosupersub\cf1\f2\fs16 and \ul0\n
osupersub\cf9\f10\fs16 Parents, \ul0\nosupersub\cf1\f2\fs16 all of the \line \ta
b \up0 \expndtw0\charscalex109 boys are active and all of the girls are passive.
In \line \tab \up0 \expndtw0\charscalex112 \ul0\nosupersub\cf9\f10\fs16 Child,
\ul0\nosupersub\cf1\f2\fs16 a boy plays or. the jungle gym in one ad, \line \up0
\expndtw0\charscalex117 \ul0\nosupersub\cf3\f4\fs24 I \ul0\nosupersub\cf1\f2\fs
16 while in another, a girl stands quietly, looking\par\pard\ql \li206\sb43\sl-3
45\slmult0\tx3282 \up0 \expndtw-10\charscalex75 \ul0\nosupersub\cf2\f3\fs30 it\t
ab \up0 \expndtw0\charscalex116 \ul0\nosupersub\cf1\f2\fs16 " down, holding some
flowers. In \ul0\nosupersub\cf9\f10\fs16 Parents, \ul0\nosupersub\cf1\f2\fs16 a
boy\par\pard\qj \li3441\ri1139\sb0\sl-231\slmult0\fi38 \up0 \expndtw0\charscale
x117 rides a bike, full of excitement, while a girl is \line \up0 \expndtw0\char
scalex107 happy about having put on lipstick. It's hard to be-\line \up0 \expndt
w0\charscalex116 lieve that this is \up0 \expndtw0\charscalex116 1999 and not \u
p0 \expndtw0\charscalex110 1959. The more \line \up0 \expndtw0\charscalex107 thi
ngs change, the more they stay the same.\par\pard\qj \li3432\ri1148\sb5\sl-270\s
lmult0\fi331 \up0 \expndtw0\charscalex115 Girls are often shown as playful clown
s in \line \up0 \expndtw0\charscalex127 ads, perpetuating the attitude that girl
s and \line \up0 \expndtw0\charscalex107 women arc childish and cannot be taken
seriously, \line \up0 \expndtw0\charscalex110 whereas even very young men are ge
nerally por-\line \up0 \expndtw0\charscalex109 trayed as secure, powerful, and s
erious. People in \line \up0 \expndtw0\charscalex120 control of their lives stan
d upright, alert, and \line \up0 \expndtw0\charscalex106 ready to meet the world
. In contrast, females often \line \up0 \expndtw0\charscalex108 appear off-balan
ce, insecure, and weak. Often our \line \up0 \expndtw0\charscalex113 body parts
are bent, conveying unpreparedness, \line \up0 \expndtw0\charscalex116 submissiv
eness, and appeasement. We exhibit\par\pard\column \ql \li9417\sb0\sl-184\slmult
0 \par\pard\ql \li9417\sb0\sl-184\slmult0 \par\pard\ql \li9417\sb0\sl-184\slmult
0 \par\pard\ql \li5133\sb101\sl-184\slmult0\tx5296 \up0 \expndtw-2\charscalex100
\u8226? \tab \up0 \expndtw0\charscalex103 143\par\pard\ql \li1110\sb1\sl-158\sl
mult0 \up0 \expndtw-1\charscalex100 THE MORE YOU SUBTRACT, THE MORE YOU ADD-\par
\pard\qj \li8327\sb0\sl-264\slmult0 \par\pard\qj \li8327\sb0\sl-264\slmult0 \par
\pard\qj \li8327\sb0\sl-264\slmult0 \par\pard\qj \li20\ri2161\sb187\sl-264\slmul
t0 \up0 \expndtw0\charscalex111 what Goffman terms licensed withdrawal"\u8212?se
eming to be psychologically re-\line \up0 \expndtw0\charscalex107 moved, disorie
nted, defenseless, spaced out.\par\pard\ql \li8375\sb0\sl-184\slmult0 \par\pard\
ql \li8375\sb0\sl-184\slmult0 \par\pard\ql \li8375\sb0\sl-184\slmult0 \par\pard\
ql \li68\sb53\sl-184\slmult0 \up0 \expndtw0\charscalex114 shame or embarrassment
. And, no matter what happens. we keep on smiling \par\pard\sect\sectd\fs24\land
scape\paperw15820\paperh11880{\bkmkstart Pg9}{\bkmkend Pg9}\par\pard\sect\sectd\
sbknone\cols2\colno1\colw9060\colsr160\colno2\colw6460\colsr160\ql \li2328\sb0\s
l-115\slmult0 \par\pard\ql \li2328\sb0\sl-115\slmult0 \par\pard\ql \li2328\sb0\s
l-115\slmult0 \par\pard\ql \li2328\sb77\sl-115\slmult0\tx2587 \up0 \expndtw0\cha
rscalex165 \ul0\nosupersub\cf19\f20\fs10 44\tab \up0 \expndtw0\charscalex157 \u8
226? L.rmv i BUY MY LOVE\par\pard\qj \li2260\sb0\sl-262\slmult0 \par\pard\qj \li
2260\sb0\sl-262\slmult0 \par\pard\qj \li2260\sb0\sl-262\slmult0 \par\pard\qj \li
2260\ri1082\sb154\sl-262\slmult0\fi4 \up0 \expndtw-3\charscalex100 \ul0\nosupers
ub\cf8\f9\fs18 "Just smiling the bothers away" as one ad says. This ad is partic
ularly disturbing \up0 \expndtw-1\charscalex100 because the model is a young Afr
ican-American woman, a member of a group \up0 \expndtw-1\charscalex100 that has
long been encouraged to just keep smiling, no matter what. She's even \up0 \expn
dtw-5\charscalex100 wear:rig a kerchief. like Aunt Jemima. The cultural fear of
angry women is intensi-\line \up0 \expndtw-5\charscalex100 fied dramatically whe
n the women are African-American.\par\pard\qj \li2270\ri1086\sb5\sl-271\slmult0\
fi311 \up0 \expndtw-5\charscalex100 An extreme example of the shaming and trivia
lization of girls and women is a \line \up0 \expndtw-3\charscalex100 recent litt
le trend of ads featuring young women sitting on the toilet, such as the \line \
up0 \expndtw-3\charscalex100 shoe ad with popular MTV star Jenny McCarthy (altho
ugh the ad offended a lot\par\pard\qj \li4531\ri1086\sb0\sl-263\slmult0 \up0 \ex
pndtw-4\charscalex100 of people, it also boosted sales of Candies shoes \up0 \ex
pndtw-2\charscalex100 by 19 percent). Unfotunately, this phenomenon \up0 \expndt
w0\charscalex108 is not restricted to the United \ul0\nosupersub\cf19\f20\fs10 S
tates. An \ul0\nosupersub\cf8\f9\fs18 Italian \up0 \expndtw-4\charscalex100 ad f
or sneakers and a British one for a magazine \up0 \expndtw-5\charscalex100 use t
he same image. Such pictures arc especially \up0 \expndtw-5\charscalex100 humili
ating to self-conscious teenagers.\par\pard\qj \li4540\ri1082\sb5\sl-265\slmult0
\fi316 \up0 \expndtw0\charscalex109 Girls and young women are often pre-\line \u
p0 \expndtw0\charscalex100 sented as blank and fragile. Floating in space, \line
\up0 \expndtw-2\charscalex100 adrift in a snowstorm. A Valentino clothing ad \l
ine \up0 \expndtw0\charscalex102 perhaps unwittingly illustrates the tragedy of\
par\pard\column \ql \li10488\sb0\sl-115\slmult0 \par\pard\ql \li10488\sb0\sl-115
\slmult0 \par\pard\ql \li10488\sb0\sl-115\slmult0 \par\pard\ql \li1288\sb91\sl-1
15\slmult0\tx5550\tx5627 \up0 \expndtw0\charscalex161 \ul0\nosupersub\cf19\f20\f
s10 -THE MORE YOU SUBTRACT. THE MORE YOU ADD'\tab \up0 \expndtw-1\charscalex100
1\tab \up0 \expndtw0\charscalex165 45\par\pard\qj \li9268\sb0\sl-268\slmult0 \pa
r\pard\qj \li68\ri2815\sb24\sl-268\slmult0 \up0 \expndtw-1\charscalex100 \ul0\no
supersub\cf8\f9\fs18 water as if they were drowning\u8212?or lying on the \line
\up0 \expndtw-2\charscalex100 ground as if washed up to shore, such as the Ver-\
line \up0 \expndtw-2\charscalex100 sace makeup ad picturing a young girl caught
up \line \up0 \expndtw0\charscalex106 in fishing nets, rope, and seashells. An a
d for \line \up0 \expndtw0\charscalex107 vodka features a woman in the water and
the \line \up0 \expndtw0\charscalex101 copy, in a past life I was a mermaid who
fell in \line \up0 \expndtw-4\charscalex100 love with an ancient mariner. I pul
led him into the \line \up0 \expndtw0\charscalex100 sea to be my husband. i didn
't know he couldn't \line \up0 \expndtw-2\charscalex100 breathe underwater." Of
course, she can't breathe \line \up0 \expndtw-2\charscalex100 underwater either.
\par\pard\qj \li92\ri2805\sb0\sl-273\slmult0\fi316 \up0 \expndtw0\charscalex104
Breathe underwater. As girls come of age \line \up0 \expndtw-1\charscalex100 sex
ually, the culture gives them impossibly con-\line \up0 \expndtw0\charscalex104
tradictory messages. As the \ul0\nosupersub\cf9\f10\fs16 Seventeen \ul0\nosupers
ub\cf8\f9\fs18 ad says,\par\pard\qj \li92\ri607\sb0\sl-265\slmult0\fi9 \up0 \exp
ndtw0\charscalex100 "She wants to be outrageous. And accepted." Advertising slog
ans such as 'be-\line \up0 \expndtw0\charscalex100 cause innocence is sexier tha
n you think," "Purity, yes. Innocence never," and \up0 \expndtw0\charscalex100 "
nothing so sensual was ever so innocent" place them in a double bind. 'Only \up0
\expndtw0\charscalex100 something so pure could inspire such unspeakable passio
n." declares an ad for \up0 \expndtw-2\charscalex100 Jovan musk that features a
white flower. Somehow girls are supposed to be both \up0 \expndtw-1\charscalex10
0 innocent and seductive, virginal and experienced, all at the same time. As the
y \up0 \expndtw-8\charscalex97 quickly learn, this is tricky.\par\pard\qj \li107
\ri616\sb4\sl-264\slmult0\fi312 \up0 \expndtw-2\charscalex100 Females have long
been divided into virgins and whores, of course. What is \up0 \expndtw0\charscal
ex103 \ul0\nosupersub\cf19\f20\fs10 new \ul0\nosupersub\cf8\f9\fs18 is that girl
s are now supposed to embody both within themselves. This is \up0 \expndtw0\char
scalex103 symbolic \ul0\nosupersub\cf19\f20\fs10 of the central \ul0\nosupersub\
cf8\f9\fs18 contradiction of the culture\u8212?we must work hard and pro-\line \
up0 \expndtw-3\charscalex100 duce and achieve success and yet, at the same\par\p
ard\qj \li64\ri3073\sb3\sl-266\slmult0\fi47\tx122\tx126\tx131\tx131 \up0 \expndt
w-2\charscalex100 time, we are encouraged to live impulsively, \line\tab \up0 \e
xpndtw-1\charscalex100 spend a lot of money, and be constantly and \line \tab \u
p0 \expndtw-6\charscalex100 Immediately gratified. This tension is reflected \li
ne \tab \up0 \expndtw-1\charscalex100 in our attitudes toward many things, inclu
d-\line \tab \up0 \expndtw-3\charscalex100 ing sex and eating. Girls are promise
d fulfill-\line \up0 \expndtw0\charscalex104 : Tent both through being thin and
through\par\pard\ql \li121\sb42\sl-207\slmult0 \up0 \expndtw0\charscalex106 eati
ng rich foods, \ul0\nosupersub\cf19\f20\fs10 just \ul0\nosupersub\cf8\f9\fs18 as
they are promised\par\pard\ql \li20\ri1289\sb59\sl-211\slmult0\fi105\tx4267 \up
0 \expndtw0\charscalex101 fulfillment through being innocent and vir-\line \up0
\expndtw-6\charscalex81 .:` \tab \up0 \expndtw0\charscalex109 \ul0\nosupersub\cf
19\f20\fs10 UNIC SO %NM r_\par\pard\sect\sectd\sbknone\cols3\colno1\colw8988\col
sr160\colno2\colw3810\colsr160\colno3\colw2572\colsr160\qj \li4540\ri1014\sb0\sl
-166\slmult0 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf8\f9\fs18 adolescenc
e for girls. It features a very young \line \up0 \expndtw-1\charscalex100 woman
with her head seemingly enclosed in a\par\pard\ql \li4046\sb177\sl-207\slmult0\t
x4535 \up0 \expndtw-5\charscalex100 j.\tab \up0 \expndtw-5\charscalex100 glass b
ubble labeled "Love." Some ads and lash-\par\pard\ql \li4684\sb0\sl-162\slmult0
\up0 \expndtw-2\charscalex100 n layouts picture girls as mermaids or under-\par\
pard\column \ql \li20\ri357\sb0\sl-199\slmult0\tx510 \up0 \expndtw-6\charscalex1
00 .:;:ginal and through wild and impulsive sex. \line\tab \up0 \expndtw0\charsc
alex103 Young peop:e, boys and girls. are sur-\line \up0 \expndtw-4\charscalex10
0 l'i rounded by messages urging them to be sexu-\par\pard\ql \li198\sb49\sl-207
\slmult0 \up0 \expndtw-5\charscalex100 ally active. Teachers report a steady esc
alation\par\pard\ql \li39\sb178\sl-207\slmult0 \up0 \expndtw-8\charscalex100 \ul
0\nosupersub\cf7\f8\fs18 tii\par\pard\column \ql \li20\sb1\sl-100\slmult0 \up0 \
expndtw0\charscalex134 \ul0\nosupersub\cf19\f20\fs10 \u9632?.vAs cvtitsotv..o(\p
ar\pard\ql \li13828\sb0\sl-115\slmult0 \par\pard\ql \li740\sb42\sl-115\slmult0 \
up0 \expndtw0\charscalex129 ..470.1.4;04 \par\pard\qj\pvpg\phpg\posx225\posy1173
8\absw311 \expndtw0\charscalex100\ul0\nosupersub\cf4\f5\fs6 i\par\pard\sect\sect
d\fs24\landscape\paperw16400\paperh11820{\bkmkstart Pg10}{\bkmkend Pg10}\par\par
d\ql \li10099\sb1\sl-46\slmult0 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf2
3\f24\fs4 \u9632?I\u9632?\par\pard\sect\sectd\sbknone\cols4\colno1\colw7438\cols
r160\colno2\colw217\colsr110\colno3\colw5117\colsr110\colno4\colw3128\colsr160\q
l \li6854\sb0\sl-138\slmult0 \par\pard\ql \li6854\sb12\sl-138\slmult0 \up0 \expn
dtw0\charscalex155 \ul0\nosupersub\cf11\f12\fs12 4r\par\pard\qj \li3451\ri515\sb
183\sl-273\slmult0\fi28 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf8\f9\fs1
8 of sex talk among children, starting in \ul0\nosupersub\cf7\f8\fs18 preschool
\line \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf8\f9\fs18 as our children a
re prematurely exposed to \line \up0 \expndtw0\charscalex100 barrage of sexual i
nformation and misinfonni-\line \up0 \expndtw0\charscalex106 Lion through advert
ising, television shows, \line \up0 \expndtw0\charscalex105 music, and ilms. "Yo
u can learn more aho'.\par\pard\column \ql \li7598\sb0\sl-207\slmult0 \par\pard\
ql \li20\sb152\sl-207\slmult0 \up0 \expndtw0\charscalex60 :Z.\par\pard\column \q
l \li1215\sb89\sl-184\slmult0 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf1\f
2\fs16 THE MORE YOU SUSTRACT. 111E MORE YOU ADO'\par\pard\qj \li7915\sb0\sl-274\
slmult0 \par\pard\qj \li20\ri2507\sb87\sl-274\slmult0\tx87 \up0 \expndtw-6\chars
calex100 \ul0\nosupersub\cf8\f9\fs18 and they create a climate which en-\line \u
p0 \expndtw0\charscalex113 \ul0\nosupersub\cf1\f2\fs16 tourages a very cavalier
\ul0\nosupersub\cf8\f9\fs18 attitude \line \up0 \expndtw0\charscalex104 toward s
ex. The typical teenage \line \up0 \expndtw-3\charscalex100 viewer who watches a
n average of \line\tab \up0 \expndtw0\charscalex100 three to five hours of telev
ision a\par\pard\column \ql \li13132\sb0\sl-184\slmult0 \par\pard\ql \li20\sb91\
sl-184\slmult0\tx189 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 \
u8226? \tab \up0 \expndtw-2\charscalex100 1 \up0 \expndtw-1\charscalex100 47\par
\pard\sect\sectd\sbknone\cols5\colno1\colw1050\colsr20\colno2\colw2178\colsr160\
colno3\colw4045\colsr160\colno4\colw8442\colsr160\colno5\colw195\colsr40\ql \li8
49\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\s
b0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\s
l-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69
\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slm
ult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0
\par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \pa
r\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pa
rd\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\q
l \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \l
i849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849
\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0
\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-69\slmult0 \par\pard\ql \li849\sb0\sl-
69\slmult0 \par\pard\ql \li849\sb13\sl-69\slmult0 \up0 \expndtw0\charscalex181 \
ul0\nosupersub\cf4\f5\fs6 VCI\par\pard\column \ql \li1070\sb0\sl-62\slmult0 \par
\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\p
ard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\par
d\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\
ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql
\li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \
li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li
\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\s
b0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0
\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\s
l-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-
62\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62
\slmult0 \par\pard\ql \li1070\sb0\sl-62\slmult0 \par\pard\ql \li1070\sb0\sl-62\s
lmult0 \par\pard\ql \li20\sb0\sl-62\slmult0 \up0 \expndtw0\charscalex189 131\u82
26?41A\u8226?CIOINV AI TKIR\par\pard\ql \li1123\sb0\sl-207\slmult0 \par\pard\ql
\li73\sb59\sl-207\slmult0 \up0 \expndtw-8\charscalex86 \ul0\nosupersub\cf8\f9\fs
18 repo\par\pard\column \qj \li44\ri544\sb33\sl-247\slmult0\fi14 \up0 \expndtw0\
charscalex107 anatomy after school," says an ad for jean, \up0 \expndtw0\charsca
lex100 which manages to trivialize sex, relationships, \up0 \expndtw-4\charscale
x100 and education all in one sentence.\par\pard\qj \li20\ri549\sb40\sl-267\slmu
lt0\fi345 \up0 \expndtw-4\charscalex100 The consequences of \ul0\nosupersub\cf1\
f2\fs16 all \ul0\nosupersub\cf8\f9\fs18 this sexual pressure \line \up0 \expndtw
-1\charscalex100 on children are frightening. The average age of \line \up0 \exp
ndtw-2\charscalex100 first sexual intercourse is about sixteen for girls \line \
up0 \expndtw-1\charscalex100 and fifteen for boys. Far more disturbing is the \l
ine \up0 \expndtw0\charscalex101 fact that seven in ten girls who had sex befcre
\par\pard\column \qj \li20\ri5531\sb40\sl-244\slmult0\tx433 \up0 \expndtw0\chars
calex105 .4' day sees a minimum of two thou-\line \tab \up0 \expndtw-1\charscale
x100 sand sexual acts \ul0\nosupersub\cf1\f2\fs16 per year on \ul0\nosupersub\cf
8\f9\fs18 televi-\par\pard\qj \li442\ri5460\sb3\sl-265\slmult0 \up0 \expndtw-2\c
harscalex100 sion alone. There is also abundant \line \up0 \expndtw0\charscalex1
07 \ul0\nosupersub\cf1\f2\fs16 sexual activiy, of course, in \ul0\nosupersub\cf8
\f9\fs18 music \line \up0 \expndtw0\charscalex102 videos, books, movies, cartoon
s, \line \up0 \expndtw-5\charscalex100 video games, and song lyrics aimed\par\pa
rd\qj \li500\ri5421\sb13\sl-266\slmult0 \up0 \expndtw0\charscalex102 at teenager
s, almost all of it por-\line \up0 \expndtw0\charscalex100 traying sexual behavi
or as conse-\line \up0 \expndtw0\charscalex124 quence-free and much of it\par\pa
rd\column \ql \li16185\sb0\sl-207\slmult0 \par\pard\ql \li16185\sb0\sl-207\slmul
t0 \par\pard\ql \li16185\sb0\sl-207\slmult0 \par\pard\ql \li16185\sb0\sl-207\slm
ult0 \par\pard\ql \li16185\sb0\sl-207\slmult0 \par\pard\ql \li20\sb168\sl-207\sl
mult0 \up0 \expndtw0\charscalex62 iW\par\pard\ql \li1060\sb0\sl-69\slmult0 \par\
pard\ql \li1060\sb0\sl-69\slmult0 \par\pard\ql \li1060\sb0\sl-69\slmult0 \par\pa
rd\ql \li1060\sb0\sl-69\slmult0 \par\pard\ql \li1060\sb0\sl-69\slmult0 \par\pard
\ql \li1060\sb0\sl-69\slmult0 \par\pard\ql \li1060\sb0\sl-69\slmult0 \par\pard\q
l \li1060\sb0\sl-69\slmult0 \par\pard\ql \li30\sb27\sl-69\slmult0 \up0 \expndtw0
\charscalex161 \ul0\nosupersub\cf4\f5\fs6 fM \par\pard\sect\sectd\sbknone \li106
0\sb81\sl-207\slmult0\fi383 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf8\f9
\fs18 rt having sex involuntarily. One of every ten girls under the age of twent
y\par\pard\sect\sectd\sbknone \li1060\sb1\sl-176\slmult0\fi12724 \up0 \expndtw-2
\charscalex100 l\par\pard\sect\sectd\sbknone\cols2\colno1\colw8014\colsr160\coln
o2\colw8086\colsr160\ql \li1094\sb130\sl-207\slmult0 \up0 \expndtw-4\charscalex1
00 Crialized country in \ul0\nosupersub\cf9\f10\fs16 the \ul0\nosupersub\cf8\f9\
fs18 world: twice as high as in England and Wales, France and\par\pard\qj \li106
0\sb0\sl-148\slmult0 \par\pard\qj \li1070\ri1192\sb49\sl-148\slmult0\tx4223 \up0
\expndtw-3\charscalex100 one indsix sexually \ul0\nosupersub\cf9\f10\fs16 activ
e \ul0\nosupersub\cf8\f9\fs18 adolescents has a setherlands or Japan. And as man
y as \line\tab \up0 \expndtw-4\charscalex100 xually transmitted disease.\par\par
d\qj \li1060\ri1202\sb37\sl-268\slmult0\fi326 \up0 \expndtw0\charscalex100 Of co
urse, advertising and the media are not solely to blame for these ap-\line \up0
\expndtw-1\charscalex100 palling statistics. But they are the leading source of
sex education in the nation\par\pard\column \ql \li5607\sb49\sl-207\slmult0 \up0
\expndtw-2\charscalex100 e\par\pard\ql \li5621\sb71\sl-207\slmult0\tx6716 \up0
\expndtw-2\charscalex100 e\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1
\f2\fs16 1\par\pard\ql \li8174\sb0\sl-207\slmult0 \par\pard\ql \li20\sb167\sl-20
7\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf8\f9\fs18 of thAt \ul0
\nosupersub\cf1\f2\fs16 the same time, \ul0\super\cf8\f9\fs27 there is rarely an
y accurate information about sex (the net-\par\pard\qj \li39\ri2296\sb263\sl-278
\slmult0 \up0 \expndtw0\charscalex100 works still refuse to run(there is hardly
time innlthirtyeseconds for theo sexual \up0 \expndtw0\charscalex100 tionships o
r intimacy\par\pard\ql \li5732\sb1\sl-202\slmult0 \up0 \expndtw-2\charscalex100
t\par\pard\ql \li8304\sb0\sl-207\slmult0 \par\pard\ql \li8304\sb0\sl-207\slmult0
\par\pard\ql \li8304\sb0\sl-207\slmult0 \par\pard\ql \li8304\sb0\sl-207\slmult0
\par\pard\ql \li8304\sb0\sl-207\slmult0 \par\pard\ql \li150\sb147\sl-207\slmult
0 \up0 \expndtw0\charscalex100 connIt is difficult to do the kind of research th
at would prove \ul0\super\cf1\f2\fs24 the effects of \ul0\nosupersub\cf8\f9\fs18
the\par\pard\ql \li13996\sb0\sl-207\slmult0 \par\pard\ql \li5842\sb66\sl-207\sl
mult0 \up0 \expndtw-2\charscalex100 -\par\pard\ql \li5852\sb80\sl-207\slmult0 \u
p0 \expndtw-2\charscalex100 -\par\pard\qj \li5842\ri2123\sb13\sl-273\slmult0\fi1
4 \up0 \expndtw-2\charscalex100 s \line \up0 \expndtw-2\charscalex100 d\par\pard
\qj \li255\ri2108\sb0\sl-296\slmult0\fi5563 \up0 \expndtw-8\charscalex97 at \lin
e \up0 \expndtw-2\charscalex100 early initiation of sexual intercourse, and stud
ies of adolescents have found th \par\pard\sect\sectd\fs24\landscape\paperw16080
\paperh11960{\bkmkstart Pg11}{\bkmkend Pg11}\par\pard\sect\sectd\sbknone\cols3\c
olno1\colw2460\colsr160\colno2\colw6887\colsr160\colno3\colw6283\colsr160\ql \li
1339\ri399\sb132\sl-187\slmult0\tx1982 \up0 \expndtw-9\charscalex85 \ul0\nosuper
sub\cf12\f13\fs20 Ui \line\tab \up0 \expndtw-2\charscalex100 I\par\pard\ql \li13
34\sb144\sl-184\slmult0 \up0 \expndtw-7\charscalex71 \ul0\nosupersub\cf1\f2\fs16
111\par\pard\ql \li1334\sb0\sl-184\slmult0 \par\pard\ql \li1334\sb0\sl-184\slmu
lt0 \par\pard\ql \li1334\sb67\sl-184\slmult0 \up0 \expndtw0\charscalex130 iil\pa
r\pard\ql \li1334\sb88\sl-184\slmult0 \up0 \expndtw0\charscalex80 \u9632?\par\pa
rd\qj \li1416\sb0\sl-128\slmult0 \par\pard\qj \li1416\sb0\sl-128\slmult0 \par\pa
rd\qj \li1416\sb0\sl-128\slmult0 \par\pard\qj \li1416\ri879\sb119\sl-128\slmult0
\up0 \expndtw0\charscalex105 Ii \line \up0 \expndtw-7\charscalex75 11 \line \up
0 \expndtw0\charscalex43 ).\par\pard\ql \li1488\sb0\sl-184\slmult0 \par\pard\ql
\li1488\sb0\sl-184\slmult0 \par\pard\ql \li1488\sb168\sl-184\slmult0 \up0 \expnd
tw-2\charscalex100 0\par\pard\ql \li1488\sb0\sl-177\slmult0 \up0 \expndtw0\chars
calex41 .4\par\pard\qj \li1425\ri870\sb0\sl-175\slmult0 \up0 \expndtw0\charscale
x47 ;.sl. \line \up0 \expndtw-2\charscalex100 I\par\pard\qj \li1387\ri860\sb0\sl
-327\slmult0\tx1440 \up0 \expndtw0\charscalex61 \ul0\nosupersub\cf8\f9\fs18 rr.
\line\tab \up0 \expndtw-8\charscalex79 ; t\par\pard\ql \li1440\sb0\sl-230\slmult
0 \par\pard\ql \li1440\sb212\sl-230\slmult0 \up0 \expndtw0\charscalex42 tr\ul0\n
osupersub\cf12\f13\fs20 4:\par\pard\column \ql \li2635\sb0\sl-230\slmult0 \par\p
ard\ql \li1004\sb20\sl-230\slmult0\tx2627\tx3429 \up0 \expndtw-2\charscalex100 I
\tab \up0 \expndtw-2\charscalex100 I\tab \up0 \expndtw-2\charscalex100 I\par\par
d\ql \li35\sb0\sl-144\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\
f2\fs16 1 \up0 \expndtw0\charscalex101 48 \u8226? CAN'T BUY MY LOVE\par\pard\qj
\li2620\sb0\sl-271\slmult0 \par\pard\qj \li20\ri1139\sb10\sl-271\slmult0\fi4 \up
0 \expndtw-2\charscalex100 \ul0\nosupersub\cf8\f9\fs18 heavy television viewing
is predictive of negative attitudes toward virginity. In \up0 \expndtw0\charscal
ex100 general, key communication theories and years of research on other kinds o
f \up0 \expndtw-3\charscalex100 communications effects, such as the effect of vi
olent images, suggest that we are \up0 \expndtw-1\charscalex100 indeed affected
by the ubiquitous, graphic, and consequence-free depictions of \up0 \expndtw-5\c
harscalex100 sexual behavior that surround us in all forms of the mass media.\pa
r\pard\qj \li30\ri1139\sb0\sl-270\slmult0\fi307 \up0 \expndtw-1\charscalex100 Ja
ne Brown and her colleagues concluded from their years of research that \line \u
p0 \expndtw0\charscalex100 the mass media are important sex educators for \ul0\n
osupersub\cf1\f2\fs16 AMerican \ul0\nosupersub\cf8\f9\fs18 teenagers. Other po-\
line \up0 \expndtw0\charscalex100 tential educators, such as parents, schools, a
nd churches, are doing an inade-\line \up0 \expndtw-3\charscalex100 quate job, a
nd even if that were to change dramatically, the media would remain \line \up0 \
expndtw-4\charscalex100 compelling teachers. Brown faults media portrayals for a
voiding the "three Cs"\u8212? \line \up0 \expndtw0\charscalex106 commitment, \ul
0\nosupersub\cf1\f2\fs16 contraceptives, \ul0\nosupersub\cf8\f9\fs18 and consequ
ences\u8212?and concludes, It is little \line \up0 \expndtw0\charscalex100 wonde
r that adolescents find the sexual world a difficult and often confusing \line \
up0 \expndtw-3\charscalex100 place and that they engage in early and unprotected
sexual intercourse with mul-\line \up0 \expndtw-4\charscalex100 tiple partners.
"\par\pard\qj \li40\ri1139\sb3\sl-264\slmult0\fi316 \up0 \expndtw-4\charscalex10
0 The emphasis for girls and women is always on being desirable, not on expe-\li
ne \up0 \expndtw-3\charscalex100 riencing desire. Girls who want to be sexually
\ul0\nosupersub\cf7\f8\fs18 active \ul0\nosupersub\cf8\f9\fs18 instead of simply
being the \up0 \expndtw-4\charscalex100 objects of male desire arc given only o
ne model to follow, that of exploitive male \up0 \expndtw-3\charscalex100 sexual
iy. \ul0\nosupersub\cf1\f2\fs16 It seems \ul0\nosupersub\cf8\f9\fs18 that advert
isers can't conceive of a kind of power that isn't ma-\line \up0 \expndtw0\chars
calex100 nipulative and exploitive or a way that women can be actively sexual wi
thout \up0 \expndtw-5\charscalex100 being like traditional men.\par\pard\qj \li4
0\ri1139\sb0\sl-265\slmult0\fi321 \up0 \expndtw-3\charscalex100 Women who are "p
owerful" in advertising are uncommitted. They treat men \line \up0 \expndtw-5\ch
arscalex100 like sex objects: "If I want a man to see my bra, I take him home,"
says an androg-\line \up0 \expndtw-1\charscalex100 ynous young woman. They are e
lusive and distant: She is the first woman who \line \up0 \expndtw-1\charscalex1
00 refused to take your phone calls," says one ad. As if it were a good thing to
be \line \up0 \expndtw-1\charscalex100 rude and inconsiderate. Why should any o
f us, male or female, be interested \ul0\nosupersub\cf1\f2\fs16 in \line \up0 \e
xpndtw-3\charscalex100 \ul0\nosupersub\cf8\f9\fs18 someone who won't take our ph
one calls, who either cares \ul0\nosupersub\cf11\f12\fs12 so \ul0\nosupersub\cf8
\f9\fs18 little for us or is s, \line \up0 \expndtw-6\charscalex100 manipulative
?\par\pard\qj \li63\ri1130\sb0\sl-268\slmult0\fi316 \up0 \expndtw-3\charscalex10
0 Mostly though, girls are not supposed to have sexual agency. They are sup-\lin
e \up0 \expndtw-3\charscalex100 posed to be passive, swept away, overpowered. "S
ee where it takes you," says \line \up0 \expndtw-3\charscalex100 perfume ad feat
uring a couple passionately embracing. "Unleash your fantasies,' \line \up0 \exp
ndtw-2\charscalex100 says another. "A force of nature." This contributes to the
strange and damaging \line \up0 \expndtw-4\charscalex100 concept of the "good gi
rl" as the one who is swept away, unprepared for sex, ver-\line \up0 \expndtw-3\
charscalex100 sus the "bad girl" as the one who plans for sex, uses contraceptio
n, and is gener-\line \up0 \expndtw-3\charscalex100 ally responsible. A young wo
man can mar.age to have sex and yet in some sense \line \up0 \expndtw-2\charscal
ex100 maintain her virginity by being "out of control," drunk, or deep in denial
about \line \up0 \expndtw-4\charscalex100 the entire experience.\par\pard\colum
n \ql \li428\sb125\sl-230\slmult0\tx1244\tx2051\tx2872\tx3683\tx4499\tx5310 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf12\f13\fs20 I\tab \up0 \expndtw-2\ch
arscalex100 I\tab \up0 \expndtw-2\charscalex100 I\tab \up0 \expndtw-2\charscalex
100 I\tab \up0 \expndtw-2\charscalex100 I\tab \up0 \expndtw-2\charscalex100 I\ta
b \up0 \expndtw-2\charscalex100 I\par\pard\ql \li1239\sb125\sl-184\slmult0\tx535
3\tx5512 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf1\f2\fs16 -THE MORE YOU
SUBTRAC T. THE MORE YOU ADD'\tab \up0 \expndtw-2\charscalex100 \u8226? \tab \up0
\expndtw-2\charscalex100 1 \up0 \expndtw0\charscalex102 49\par\pard\qj \li9657\
sb0\sl-270\slmult0 \par\pard\qj \li20\ri492\sb8\sl-270\slmult0\fi326 \up0 \expnd
tw0\charscalex102 \ul0\nosupersub\cf8\f9\fs18 No wonder most teenage pregnancies
occur when one or both parties is \up0 \expndtw-1\charscalex100 drunk. Alcohol
and other mind-altering drugs permit sexual activity at the same \up0 \expndtw-2
\charscalex100 time that they allow \ul0\nosupersub\cf1\f2\fs16 denial. One \ul0
\nosupersub\cf8\f9\fs18 is almost literally not there. The next day one has \up0
\expndtw-4\charscalex100 an excuse. I was drunk, I was swept away. I did not ch
oose this experience.\par\pard\qj \li20\ri488\sb14\sl-259\slmult0\fi326 \up0 \ex
pndtw0\charscalex100 In adolescence girls are told that they have to give up muc
h of what they \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf7\f8\fs18 know \ul
0\nosupersub\cf8\f9\fs18 about relationships and intimacy if they want to attrac
t men. Most tragi-\line \up0 \expndtw-3\charscalex100 cally, they are told they
have to\par\pard\qj \li25\ri3967\sb2\sl-269\slmult0 \up0 \expndtw-2\charscalex10
0 give up each other. The truth is \line \up0 \expndtw0\charscalex103 that one o
f the most powerful \line \up0 \expndtw-3\charscalex100 antidotes to destructive
cultural \line \up0 \expndtw-1\charscalex100 messages is close and support-\lin
e \up0 \expndtw-4\charscalex100 ive female friendships. But girls \line \up0 \ex
pndtw0\charscalex109 arc often encouraged by the \line \up0 \expndtw0\charscalex
104 culture to sacrifice their rela-\line \up0 \expndtw0\charscalex103 tionships
with each other and \line \up0 \expndtw0\charscalex105 to enter into hostile co
mpeti-\par\pard\qj \li30\ri497\sb18\sl-254\slmult0 \up0 \expndtw-2\charscalex100
tion for the attention of boys and men. "What the bitch who's about to steal yo
ur \up0 \expndtw-3\charscalex100 man wears," says one ad. And many ads feature y
oung women fighting or glaring \up0 \expndtw-5\charscalex100 at each other.\par\
pard\qj \li35\ri501\sb23\sl-263\slmult0\fi302 \up0 \expndtw0\charscalex100 Of co
urse, some girls do resist and rebel. Some are encouraged (by some-\line \up0 \e
xpndtw0\charscalex102 one\u8212?a loving parent, a supportive teacher) to see th
e cultural contradictions \line \up0 \expndtw-2\charscalex100 clearly and to bre
ak free in a healthy and positive way Others rebel in ways that \line \up0 \expn
dtw-1\charscalex100 damage themselves. A young woman seems to have only two choi
ces: She can \line \up0 \expndtw-1\charscalex100 bury' her sexual self, be a "go
od girl," give in to what Carol Gilligan terms "the \line \up0 \expndtw-1\charsc
alex100 tyranny of nice and kind" (and numb the pain by overeating or starving o
r cut-\line \up0 \expndtw-4\charscalex100 ting herself or drinking heavily). Or
she can become a rebel\u8212?flaunt her sexuality, \line \up0 \expndtw-2\charsca
lex100 seduce inappropriate partners, smoke, drink flamboyantly, use other drugs
. Both \line \up0 \expndtw-1\charscalex100 of these responses are self-destructi
ve, but they begin as an attempt to survive, \line \up0 \expndtw-5\charscalex100
not to self-destruct.\par\pard\qj \li44\ri507\sb16\sl-268\slmult0\fi307 \up0 \e
xpndtw-4\charscalex100 Many girls become women who split themselves in two and d
o both\u8212?have a \up0 \expndtw-5\charscalex100 double life, a secret life\u82
12?a good girl in public, out of control in private. A feminist \up0 \expndtw-3\
charscalex100 in public, involved in an abusive relationship or lost in sadomaso
chistic fantasies \up0 \expndtw-4\charscalex100 in private. A lawyer by day, a b
arfly by night. Raiding the refrigerator or drinking \up0 \expndtw-2\charscalex1
00 :nernselves into a stupor alone in their kitchens at night, after the childre
n are in \up0 \expndtw-3\charscalex100 bed, the laundry done. Doing well in scho
ol. but smoking in order to have a \ul0\nosupersub\cf1\f2\fs16 sex-\line \up0 \e
xpndtw-4\charscalex100 ier, cooler \ul0\nosupersub\cf8\f9\fs18 image. Being sexu
al only when drunk. \par\pard\sect\sectd\fs24\landscape\paperw16080\paperh11800{
\bkmkstart Pg12}{\bkmkend Pg12}\par\pard\sect\sectd\sbknone\cols2\colno1\colw128
52\colsr160\colno2\colw2928\colsr160\ql \li12225\sb1\sl-90\slmult0 \up0 \expndtw
0\charscalex223 \ul0\nosupersub\cf10\f11\fs8 \u9632?I\u9632?1\par\pard\ql \li897
\sb0\sl-207\slmult0 \par\pard\ql \li897\sb0\sl-207\slmult0 \par\pard\ql \li8764\
sb53\sl-207\slmult0 \up0 \expndtw-8\charscalex95 \ul0\nosupersub\cf8\f9\fs18 "TH
E MORE YOU SUBTRACT. Thil MORE YOU ADD"\par\pard\column \ql \li49\sb1\sl-96\slmu
lt0 \up0 \expndtw0\charscalex137 \ul0\nosupersub\cf19\f20\fs10 immul\par\pard\ql
\li897\sb0\sl-207\slmult0 \par\pard\ql \li20\sb38\sl-207\slmult0 \up0 \expndtw-
8\charscalex76 \ul0\nosupersub\cf8\f9\fs18 1 51 \par\pard\sect\sectd\sbknone \li
897\sb0\sl-207\slmult0\par\pard\li897\sb61\sl-207\slmult0\fi9705 \up0 \expndtw0\
charscalex100 c)bergrrrl.com. the popular Websitc\par\pard\sect\sectd\sbknone\co
ls2\colno1\colw9507\colsr160\colno2\colw6273\colsr160\qj \li1046\ri2733\sb17\sl-
187\slmult0\tx4656 \up0 \expndtw-2\charscalex100 strictive gender rolesand stere
otypes. The recent e want to truly rebel against \ul0\nosupersub\cf1\f2\fs16 re-
\line \tab \up0 \expndtw-6\charscalex100 \ul0\nosupersub\cf8\f9\fs18 mphasis on
girl power has \ul0\nosupersub\cf12\f13\fs20 led\par\pard\ql \li1036\sb51\sl-207
\slmult0 \up0 \expndtw-8\charscalex70 \ul0\nosupersub\cf8\f9\fs18 mous\par\pard\
qj \li1017\ri2762\sb179\sl-182\slmult0\tx4516 \up0 \expndtw-5\charscalex100 good
and true, butit is the Spice Girls who rule. Mtrivialized. The Indigo Girls \ul
0\nosupersub\cf12\f13\fs20 are \line\tab \up0 \expndtw-4\charscalex100 \ul0\nosu
persub\cf8\f9\fs18 agazines like \ul0\nosupersub\cf7\f8\fs18 New Moon, ffues,\pa
r\pard\ql \li988\ri2777\sb0\sl-324\slmult0\fi19 \up0 \expndtw-1\charscalex100 \u
l0\nosupersub\cf8\f9\fs18 obs \line \up0 \expndtw0\charscalex100 sincethey take
no advertising. here are someut they have to struggle for funds\par\pard\column
\qj \li20\ri2594\sb134\sl-144\slmult0\fi312\tx975 \up0 \expndtw-2\charscalex100
7 \up0 \expndtw-8\charscalex89 \\11 4\tab \up0 \expndtw-4\charscalex100 for girl
s and young women). Unfortu-\line \up0 \expndtw0\charscalex58 r:\par\pard\ql \li
48\sb3\sl-158\slmult0\tx519 \up0 \expndtw-8\charscalex94 r4K4\tab \up0 \expndtw-
3\charscalex100 01t1V nately, girl power doesn't mean much\par\pard\ql \li25\sb0
\sl-126\slmult0 \up0 \expndtw0\charscalex149 \ul0\nosupersub\cf6\f7\fs14 onl:fir
\u8222?Th\par\pard\qj \li68\ri2546\sb0\sl-202\slmult0\tx159 \up0 \expndtw0\chars
calex100 rnn OTin'onv: \ul0\nosupersub\cf8\f9\fs18 if girls don't have the tools
to achieve \line\tab \up0 \expndtw0\charscalex100 fri Pram.q it. Without reprod
uctive freedom and\par\pard\ql \li1028\sb21\sl-207\slmult0 \up0 \expndtw-1\chars
calex100 freedom from violence, girl power is\par\pard\ql \li855\ri2503\sb116\sl
-206\slmult0\tx1388 \up0 \expndtw0\charscalex100 ' nothing but a marketing sloga
n. \line\tab \up0 \expndtw0\charscalex104 So, for all the attention paid to\par\
pard\sect\sectd\sbknone\cols3\colno1\colw7620\colsr160\colno2\colw2888\colsr60\c
olno3\colw5222\colsr160\qj \li984\ri903\sb0\sl-209\slmult0\fi3340 \up0 \expndtw-
1\charscalex100 good zines and Websites for \ul0\nosupersub\cf19\f20\fs10 QV,Z \
line \up0 \expndtw-8\charscalex81 \ul0\nosupersub\cf8\f9\fs18 An dhB\par\pard\qj
\li969\ri909\sb155\sl-187\slmult0\tx4209 \up0 \expndtw-3\charscalex100 postal s
tamp in her honor\u8212?while a doll calleddollars a year and will soon have a \
line\tab \up0 \expndtw-6\charscalex100 "Happy to be me," similar to Barbie\par\p
ard\qj \li897\sb0\sl-177\slmult0 \par\pard\qj \li897\sb0\sl-177\slmult0 \par\par
d\qj \li945\ri923\sb83\sl-177\slmult0\tx4497 \up0 \expndtw-4\charscalex100 cours
e, Barbie's ma kers have succumbed to pressud then vanished from sight. Of \line
\tab \up0 \expndtw-3\charscalex100 re somewhat and have remade\par\pard\column \
ql \li2800\sb0\sl-162\slmult0 \up0 \expndtw-2\charscalex100 i\par\pard\qj \li276
1\ri0\sb0\sl-162\slmult0\tx2834 \up0 \expndtw0\charscalex40 ::1 \line\tab \up0 \
expndtw-2\charscalex100 ,\par\pard\ql \li897\sb0\sl-184\slmult0 \par\pard\ql \li
\charscalex100 \ul0\nosupersub\cf1\f2\fs16 t\par\pard\ql \li270\sb0\sl-90\slmult
0\tx462 \up0 \expndtw0\charscalex111 \ul0\nosupersub\cf19\f20\fs10 k s\tab \up0
\expndtw-1\charscalex100 4\par\pard\ql \li897\sb0\sl-299\slmult0 \par\pard\ql \l
i20\sb28\sl-299\slmult0 \up0 \expndtw0\charscalex57 \ul0\nosupersub\cf18\f19\fs2
6 ets\ul0\super\cf8\f9\fs27 '\par\pard\ql \li140\sb0\sl-162\slmult0 \up0 \expndt
w-8\charscalex96 * If%\par\pard\column \qj \li20\ri2460\sb36\sl-268\slmult0 \up0
\expndtw-4\charscalex100 girls in recent years, what girls are of-\line \up0 \e
xpndtw-3\charscalex100 fered mostly by the popular culture is \line \up0 \expndt
w-3\charscalex100 a superficial toughness, an "attitude."\par\pard\ql \li68\ri23
98\sb14\sl-253\slmult0\tx908 \up0 \expndtw0\charscalex104 exemplified by smoking
, drinking, \up0 \expndtw0\charscalex101 and engaging in casual sex\u8212?all be
-\line \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf6\f7\fs14 naviors \ul0\no
supersub\cf8\f9\fs18 that harm themselves. 1111990 \up0 \expndtw0\charscalex100
Virginia Slirns offered girls a T-shit \line\tab \up0 \expndtw-5\charscalex100 e
al." In 1997 Winston used\par\pard\sect\sectd\sbknone\cols3\colno1\colw1069\cols
r20\colno2\colw6570\colsr160\colno3\colw8131\colsr160\ql \li926\sb0\sl-153\slmul
t0 \up0 \expndtw-8\charscalex76 bo\par\pard\column \ql \li20\sb164\sl-207\slmult
0 \up0 \expndtw-4\charscalex100 yfriend Ken has told her that lie wants to start
seeing other dolls.\par\pard\column \ql \li20\sb1\sl-162\slmult0 \up0 \expndtw-
4\charscalex100 that said. "Sugar and spice and everything nice? Get r\par\pard\
sect\sectd\sbknone\cols2\colno1\colw7697\colsr160\colno2\colw8083\colsr160\qj \l
i897\sb0\sl-172\slmult0 \par\pard\qj \li897\ri1048\sb61\sl-172\slmult0\tx4449 \u
p0 \expndtw-3\charscalex100 ers, who rush to offer them, as always, power viae v
iewed with glee by advertis-\line \tab \up0 \expndtw-2\charscalex100 products. T
he emphasis in the\par\pard\qj \li960\sb0\sl-254\slmult0 \par\pard\qj \li960\ri1
072\sb40\sl-254\slmult0\tx3796 \up0 \expndtw-4\charscalex100 lothes and shoes. "
Lii' Kim is wearing lunch box in black," says a shoe ad featur-\line \tab \up0 \
expndtw0\charscalex105 ing a bikini-clad young woman in a\par\pard\ql \li3513\ri
1082\sb0\sl-269\slmult0\fi268\tx3777\tx3772\tx3763\tx3758\tx3743\tx3734\tx3724\t
x3715\tx3705\tx3696\tx3681\tx3681 \up0 \expndtw-1\charscalex100 platinum wig ste
pping over a group of \line\tab \up0 \expndtw0\charscalex103 nuns\u8212?the ulti
mate bad girl, i guess, \line \tab \up0 \expndtw0\charscalex109 but also the ult
imate sex object. \line \tab \up0 \expndtw0\charscalex100 demon woman sells a pe
rfume called \line \tab \up0 \expndtw0\charscalex100 Hypnotic Poison. A trio of
extremely \line \tab \up0 \expndtw0\charscalex102 thin African-American women br
an-\line \tab \up0 \expndtw-1\charscalex100 dish hair appliances and products as
if \line \tab \up0 \expndtw0\charscalex100 they were weapons\u8212?and the bran
d is \line \tab \up0 \expndtw-5\charscalex100 911. A cosmetics company has a lin
e of \line \tab \up0 \expndtw0\charscalex105 products called "Bad Gar in one ad,
\line \tab \up0 \expndtw-3\charscalex100 eyeliner is shown in cartoon version \
ul0\nosupersub\cf12\f13\fs20 as \line \tab \up0 \expndtw0\charscalex106 \ul0\nos
upersub\cf8\f9\fs18 a girl, who is holding a dog saying, \line \tab \up0 \expndt
w-3\charscalex100 "grrrr," surely a reference to "grrres," a \line \up0 \expndtw
-3\charscalex100 \ul0\nosupersub\cf1\f2\fs16 \u8226? \ul0\nosupersub\cf8\f9\fs18
symbol these days of -girl power" (as in\par\pard\column \ql \li5631\sb132\sl-2
07\slmult0 \up0 \expndtw-2\charscalex100 s\par\pard\ql \li7857\sb0\sl-207\slmult
0 \par\pard\ql \li20\sb124\sl-207\slmult0 \up0 \expndtw-3\charscalex100 somOf co
urse, the readers and viewers of these ads don't take them literally. But\par\pa
rd\ql \li8025\sb0\sl-207\slmult0 \par\pard\ql \li5694\sb104\sl-207\slmult0 \up0
\expndtw-2\charscalex100 -\par\pard\ql \li5674\sb57\sl-207\slmult0 \up0 \expndtw
-2\charscalex100 e\par\pard\ql \li5679\sb95\sl-161\slmult0 \up0 \expndtw-2\chars
calex100 \ul0\nosupersub\cf6\f7\fs14 n\par\pard\qj \li5617\ri2249\sb42\sl-254\sl
mult0 \up0 \expndtw-5\charscalex100 \ul0\nosupersub\cf8\f9\fs18 ey \line \up0 \e
xpndtw-5\charscalex100 es\par\pard\qj \li5502\ri2177\sb6\sl-271\slmult0\fi105\tx
5593\tx5588\tx5569\tx5569\tx5569 \up0 \expndtw-5\charscalex100 his \line\tab \up
0 \expndtw-8\charscalex93 " (a \line \tab \up0 \expndtw-6\charscalex100 ns). \li
ne \tab \up0 \expndtw-7\charscalex100 ger" \line \tab \up0 \expndtw-6\charscalex
100 le to \line \tab \up0 \expndtw-3\charscalex100 . On \line \up0 \expndtw-8\ch
arscalex89 ng.\par\pard\ql \li188\sb41\sl-207\slmult0 \up0 \expndtw-1\charscalex
100 one lOther ads go further and offer products as a way to rebel, to be a real
indi-\par\pard\ql \li8044\sb0\sl-207\slmult0 \par\pard\ql \li207\sb124\sl-207\s
lmult0 \up0 \expndtw-5\charscalex100 vidual. "Live outside the lines," says a cl
othing ad featuring a young woman walk-\par\pard\sect\sectd\fs24\landscape\paper
w16080\paperh11820{\bkmkstart Pg13}{\bkmkend Pg13}\par\pard\sect\sectd\sbknone\c
ols2\colno1\colw9161\colsr160\colno2\colw6619\colsr160\ql \li2520\sb0\sl-184\slm
ult0 \par\pard\ql \li2520\sb0\sl-184\slmult0 \par\pard\ql \li2520\sb74\sl-184\sl
mult0\tx2851 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 1 \up0 \e
xpndtw0\charscalex100 52\tab \up0 \expndtw-1\charscalex100 \u8226? CAN'T BUY MY
LOVE\par\pard\qj \li2582\sb0\sl-267\slmult0 \par\pard\qj \li2582\sb0\sl-267\slmu
lt0 \par\pard\qj \li2582\sb0\sl-267\slmult0 \par\pard\qj \li2582\sb0\sl-267\slmu
lt0 \par\pard\qj \li2582\ri865\sb36\sl-267\slmult0 \up0 \expndtw0\charscalex106
ing out of a men's room. This kind of rebellion isn't going to rock the world. A
nd, \line \up0 \expndtw0\charscalex112 no surprise, the young woman is very thin
and conventionally pretty. Another \line \up0 \expndtw0\charscalex108 pretty yo
ung woman sel:s a brand of jeans called "Revolt." "Don't just change ... \line \
up0 \expndtw0\charscalex105 revolt," says the copy, but the young woman is passi
ve, slight, her eyes averted.\par\pard\qj \li2592\ri865\sb0\sl-262\slmult0\fi307
\up0 \expndtw0\charscalex105 "Think for yourself," says yet another hollow-chee
ked young woman, demon-\line \up0 \expndtw0\charscalex106 strating her individua
lity via an expensive and fashionable sweater. "Be amazing"\par\pard\qj \li5020\
ri852\sb0\sl-260\slmult0 \up0 \expndtw0\charscalex113 (cosmetics). "Inside every
woman is a star" \line \up0 \expndtw0\charscalex108 (clothing). if you're going
to create electricity \line \up0 \expndtw0\charscalex109 use it" \up0 \expndtw0
\charscalex112 (watches). "If you let your spirit out. \line \up0 \expndtw0\char
scalex109 where would it go" (perfume). These women \line \up0 \expndtw0\charsca
lex104 are all perfect examples of conventional "femi-\line \up0 \expndtw0\chars
calex113 ninity" as is the young woman in a Haistun\par\pard\qj \li5054\ri851\sb
0\sl-268\slmult0 \up0 \expndtw0\charscalex106 perfume ad that says, "And when sh
e was bad \line \up0 \expndtw0\charscalex104 she wore Halston." What kind of "ba
d- is this?\par\pard\qj \li5063\ri832\sb0\sl-264\slmult0\fi311 \up0 \expndtw0\ch
arscalex109 "Nude with attitude" feature an African-\line \up0 \expndtw0\charsca
lex112 American woman in a powerful pose, com-\line \up0 \expndtw0\charscalex114
pletely undercut by the brevity of her dress \line \up0 \expndtw0\charscalex108
and the focus on her long legs. Her "attitude"\par\pard\ql \li5083\sb70\sl-184\
slmult0 \up0 \expndtw0\charscalex109 is nothing to fear\u8212?she's just another
sex ob-\par\pard\ql \li3326\sb0\sl-69\slmult0 \par\pard\ql \li3326\sb5\sl-69\sl
mult0\tx3940 \up0 \expndtw0\charscalex130 \ul0\nosupersub\cf4\f5\fs6 N. Oa \u822
6?\u8226?\u8226?\u8226? \tab \up0 \expndtw0\charscalex220 Allf \ul0\nosupersub\c
f10\f11\fs8 NIMIS\par\pard\column \ql \li10785\sb0\sl-184\slmult0 \par\pard\ql \
li10785\sb0\sl-184\slmult0 \par\pard\ql \li1484\sb50\sl-184\slmult0\tx5684 \up0
\expndtw0\charscalex100 \ul0\nosupersub\cf1\f2\fs16 THE MORE YOU SUBTRACT. THE M
ORE YOU ADD' \up0 \expndtw-2\charscalex100 \u8226? \tab \up0 \expndtw-2\charsca
lex100 1 \up0 \expndtw-1\charscalex100 53\par\pard\qj \li12100\sb0\sl-264\slmult
0 \par\pard\qj \li2799\ri660\sb28\sl-264\slmult0\fi326 \up0 \expndtw0\charscalex
110 The British ad 'For girls with plenty of \line \up0 \expndtw0\charscalex111
halls" is insulting in ways too numerous to \line \up0 \expndtw0\charscalex127 c
ount, beginning with the equation of \line \up0 \expndtw0\charscalex109 strength
and courage and fiery passion with \line \up0 \expndtw0\charscalex115 testicles
. What this ad offers girls is body \line \up0 \expndtw0\charscalex103 lotion.\p
ar\pard\qj \li2794\ri675\sb34\sl-265\slmult0\fi321 \up0 \expndtw0\charscalex109
Some ads do feature women who seem \line \up0 \expndtw0\charscalex118 really ang
ry and rebellious, but the final \line \up0 \expndtw0\charscalex113 message is a
lways the same. "Today, I in-\line \up0 \expndtw0\charscalex110 dulge my dark si
de," says an ad featuring a \line \up0 \expndtw0\charscalex111 fierce young woma
n tearing at what seems \line \up0 \expndtw0\charscalex110 to \ul0\nosupersub\cf
9\f10\fs16 be \ul0\nosupersub\cf1\f2\fs16 a net. "Got a problem with that?" The
\line \up0 \expndtw0\charscalex116 slogan is "be extraordinary not ordinary"\par
\pard\qj \li3942\ri684\sb0\sl-268\slmult0 \up0 \expndtw0\charscalex116 Tht produ
ct that promises \line \up0 \expndtw0\charscalex107 to free this girl from the n
et \line \up0 \expndtw0\charscalex116 that imprisons her? Black \line \up0 \expn
dtw0\charscalex102 nail polish.\par\pard\qj \li3923\ri688\sb12\sl-263\slmult0\fi
340 \up0 \expndtw0\charscalex131 Nail polish. Such a \line \up0 \expndtw0\charsc
alex117 trivial solution to such an \line \up0 \expndtw0\charscalex123 enormous
dilemma. But \line \up0 \expndtw0\charscalex113 such triviality and superfi-\lin
e \up0 \expndtw0\charscalex108 ciaiity is common in adver-\line \up0 \expndtw0\c
harscalex131 tising. How could it be \line \up0 \expndtw0\charscalex112 otherwis
e? The solution to\par\pard\qj \li20\ri703\sb6\sl-264\slmult0\fi153 \up0 \expndt
w0\charscalex116 any problem always has to be a product. Change, transformation,
is thus in-\line \up0 \expndtw-2\charscalex100 ; \up0 \expndtw0\charscalex112 e
vitably shallow and moronic, rather than meaningful and transcendent. These\par\
pard\qj \li179\ri708\sb10\sl-259\slmult0 \up0 \expndtw0\charscalex108 days, self
-improvement seems to have more to do with calories than with charac-\line \up0
\expndtw0\charscalex108 ter, with abdomens than with absolutes, with nail polish
than with ethics.\par\pard\qj \li188\ri694\sb23\sl-244\slmult0\fi292 \up0 \expn
dtw0\charscalex107 It has not always been so. Joan Jacobs Brumberg describes thi
s vividly in \ul0\nosupersub\cf9\f10\fs16 The \up0 \expndtw0\charscalex106 Body
Project: An Intimate History ofAmerican Girls:\par\pard\qj \li5063\sb0\sl-266\sl
mult0 \par\pard\qj \li471\ri718\sb24\sl-266\slmult0\fi4 \up0 \expndtw0\charscale
x111 \ul0\nosupersub\cf1\f2\fs16 When girls in the nineteenth cer.tury thought a
bout ways \ul0\nosupersub\cf11\f12\fs12 to \ul0\nosupersub\cf1\f2\fs16 improve t
hem-\line \up0 \expndtw0\charscalex103 selves, they almost always focused on the
ir internal character and how it was re-\line \up0 \expndtw0\charscalex109 flect
ed in outward behavior. In \up0 \expndtw0\charscalex109 1892. the personal agend
a of an adolescent \par\pard\sect\sectd\sbknone \li5063\sb0\sl-144\slmult0\fi0\t
x9772 \up0 \expndtw0\charscalex105 ject. Good thing, given the fear many people\
tab \dn2 \expndtw0\charscalex106 diarist read: "Resolved, not to talk about myse
lf or feelings. To think before\par\pard\sect\sectd\sbknone \li5063\sb28\sl-184\
slmult0\fi23\tx9777 \up0 \expndtw0\charscalex105 have of powerful African-Americ
an women.\tab \dn3 \expndtw0\charscalex106 speaking. To work seriously ... To be
dignified. Interest myself more in others."\par\pard\sect\sectd\fs24\landscape\
paperw15860\paperh11320{\bkmkstart Pg14}{\bkmkend Pg14}\par\pard\ql \li1070\sb0\
sl-184\slmult0 \par\pard\ql\li1070\sb0\sl-184\slmult0 \par\pard\ql\li1070\sb19\s
l-184\slmult0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf1\f2\fs16 54 . CAN'
T BUY MY LOVE \par\pard\qj \li1262\sb0\sl-255\slmult0 \par\pard\qj\li1262\ri9085
\sb103\sl-255\slmult0\fi240 \up0 \expndtw0\charscalex102 A century later, in the
199os. American girls think very differently. In a New \up0 \expndtw0\charscale
x100 Year's resolution written in :982, a girl wrote: "1 will try to make myself
better in \up0 \expndtw0\charscalex105 every way I possibly can with the help o
f my budget and baby-sitting money. I \up0 \expndtw0\charscalex108 will losi wei
ght, get new lenses, already got new haircut, good makeup, new \up0 \expndtw0\ch
arscalex102 clothes and accessories." \par\pard\qj \li940\ri9085\sb221\sl-260\sl
mult0\fi326 \up0 \expndtw0\charscalex112 Not that girls didn't have plenty of pr
oblems in the nineteenth centuy. But \up0 \expndtw0\charscalex107 surely by now
we should have come much further. This relentless trivialization of\par\pard\sec
t\sectd\sbknone\cols2\colno1\colw8945\colsr160\colno2\colw6615\colsr160\qj \li92
6\ri2257\sb16\sl-268\slmult0\fi4 \up0 \expndtw0\charscalex112 a girl's hopes and
dreams, her expectations for herself, cuts to the quick of her \line \up0 \expn
dtw0\charscalex112 soul. Just as she is entering womanhood, eager to spread her
wings, to become\par\pard\qj \li926\ri2248\sb81\sl-172\slmult0 \up0 \expndtw0\ch
arscalex108 truly sexually \ul0\nosupersub\cf7\f8\fs18 active, \ul0\nosupersub\c
f1\f2\fs16 empowered, independent\u8212?the culture moves in to \ul0\nosupersub\
cf7\f8\fs18 cut her \up0 \expndtw-2\charscalex100 down to size.\par\pard\qj \li8
83\ri2267\sb128\sl-257\slmult0\fi364\tx916 \up0 \expndtw0\charscalex109 \ul0\nos
upersub\cf1\f2\fs16 Black nail polish isn't going to help. But it probably won't
hurt either. What \line\tab \up0 \expndtw0\charscalex116 hurts are some of the
other products offered to girls as a way to rebel and to \line \up0 \expndtw0\ch
arscalex108 cope\u8212?especially our deadliest drugs, alcohol and nicotine. The
se drugs are cyni-\line \up0 \expndtw0\charscalex108 cally and deliberately offe
red by advertisers to girls as a way to numb the pain of \up0 \expndtw0\charscal
ex111 disconnection, to maintain the illusion of some kind of relationship, to b
e more \up0 \expndtw0\charscalex110 appealing to men, to \ul0\nosupersub\cf7\f8\
fs18 be \ul0\nosupersub\cf1\f2\fs16 both liberated' and "feminine," and, perhaps
most tragi-\line \up0 \expndtw0\charscalex107 cally, to subvert their rebelliou
s spirits, the very spark within that could, if not cc-\line \up0 \expndtw0\char
scalex108 opted, empower them to change their lives.\par\pard\column \qj \li20\r
i3374\sb144\sl-456\slmult0\tx332 \up0 \expndtw0\charscalex97 \ul0\nosupersub\cf2
\f3\fs30 "FORGET THE RULES! \line\tab \up0 \expndtw0\charscalex95 ENJOY THE WINE
"\par\pard\ql \li9552\sb0\sl-276\slmult0 \par\pard\ql \li467\sb123\sl-276\slmult
0 \up0 \expndtw0\charscalex103 \ul0\nosupersub\cf3\f4\fs24 Alcohol and Rebel:Ion
\par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult
0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmu
lt0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\sl
mult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\
slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-18
4\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-
184\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0\s
l-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\sb0
\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067\s
b0\sl-184\slmult0 \par\pard\ql \li12067\sb0\sl-184\slmult0 \par\pard\ql \li12067
\charscalex100 \ul0\nosupersub\cf1\f2\fs16 BEER. BECAUSE BEER IS \par\pard\sect\
sectd\sbknone \li8126\sb13\sl-184\slmult0\fi0 \up0 \expndtw-5\charscalex100 THE
NUMBER-ONE ILLEGAL DRUG IN AMERICA IS\par\pard\sect\sectd\sbknone \li8126\sb71\s
l-184\slmult0\fi5687 \up0 \expndtw-5\charscalex100 l\par\pard\ql \li13819\sb77\s
l-184\slmult0 \up0 \expndtw-2\charscalex100 -\par\pard\ql \li13790\sb77\sl-207\s
lmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf8\f9\fs18 0 \par\pard\ql
\li8179\ri1960\sb46\sl-240\slmult0\tx10939 \up0 \expndtw0\charscalex109 \ul0\nos
upersub\cf1\f2\fs16 year-olds are already drinking beer. Fifteen percent of \ul0
\nosupersub\cf8\f9\fs18 eighth-graders and 3 \line\tab \up0 \expndtw0\charscalex
109 \ul0\nosupersub\cf6\f7\fs14 155 \par\pard\sect\sectd\fs24}

Jean Kilbourne 1999 Can T Buy My Love. How Advertising Changes The Way We Think and Feel

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