4 Ways Businesses Use Targeted Advertising to Take Advantage of Female Insecurities By Fonda Pham Translated by Jordan Riviere

Artwork Lisa Lindsay LaRose Lisa’s Instagram and her ETSY

For years, companies have been profiting from selling products that enhance female-specific insecurities. These companies understand women use compensatory consumption (or when individuals respond to insecurities by purchasing products they think will decrease it) during their buyer decision process. Social media, television shows and advertising have been highlighting insecurities on the female body, which makes it easier for companies to promote a "solution" implied to lead to higher self-worth. In this day and age, it is important for women to realize that their self-worth should not be dependent on their physical attributes. There are four main ways that the business industry takes advantage of female-specific anxieties.

Huffington Post (“The Perfect Body”) 

Body Shape: Whether it be through clothing commercials, magazines, or even gym advertisements, a woman’s body shape has always been the most prominent target. Recently, Victoria’s Secret released an advertisement displaying the “Perfect Body” which comprises solely of thin models in lingerie. This ad tells girls that in order for them to be “perfect,” their bodies must appear like the models. Unfortunately, this form of advertising is more effective than you’d think. The National Library of Medicine reveals 69% of girls claim that models in magazines had a major influence on what they believe a perfect body should look like. This shows that these advertisements come with consequences, by affecting the body images of women all over the world. 

US Weekly (“Pear Shape”)

Additionally, even Gold’s Gym has released an advertisement of a pear with a caption, “This Is No Shape For A Girl.” Although the company’s main goal is to increase profits from memberships, they are directly targeting millions of girls with “pear” shaped body, telling them society does not like the way they look. These toxic advertisements must be stopped for the sake of women around the world. Thus, we hope magazines like VOLUPTWO can help reshape the mindset for women, to truly feel powerful in our bodies despite what advertisements tell us. 

Body Hair: Before the 19th century, most women preferred to keep their body hair natural. However, mid-20th century advertisements began to tell women that their body hair is embarrassing, with some blatantly animalizing body hair. The “Doggy legs” advertisement shown implies that women will be met with “disapproval” if they do not find a way to remove their body hair. These ads subtly tell women that society will not accept them if they have body hair, claiming it remains “ugly” and “unwanted.” In fact, present-day activists who refuse to shave body hair in the media are continuously mocked and criticized. While society is unable to accept the natural human body, the media takes advantage of this insecurity to further products like shaving tools, waxes, procedures, etc.

The Gallery of Graphic Design (“Doggy legs”)

Nails: The nail business began to bloom when advertisements during the mid-20th century told women that having manicured nails would make them look more “lovely to look at.” Since then, women have become obsessed with the idea that having manicured nails. They believed it would make them more presentable and feminine, and even capable of exuding elegance and wealth. Whether it be through nail polish, gels or acrylics, having manicured nails has become a staple in a typical woman’s beauty routine. Since women are expected to keep their nails in check, the nail industry has become one of the wealthiest in the beauty industry. 

Vieilles Annonces (“Remove That Mask”)

Skin Color: Skin-lightening products have been popular for centuries and are still currently in demand for minorities including Asian and Black women. Deep-rooted in oppression, businesses are refusing to let go of using these female-specific anxieties for business purposes. Although these insecurities stemmed from racism and oppression, businesses continuously turn a blind eye toward these issues in order to profit. Advertisements for products such as the bleaching cream shown hope to establish the fact that “whiteness” equals “prettiness.” This dangerous mindset will cause women to never think they are good enough. On the other-hand, skin-darkening products are also popular among women with a paler complexion. Businesses earn millions each year from tanning kits, creams, stations, etc. These products are dangerous not only for women’s self esteem but they also because they can create serious health defects, with tanning stations hypothesized to cause cancer.

Through the use of targeted advertising, businesses take advantage of female insecurities on a daily basis. Their toxic messages reinforce the idea that women aren’t good enough, and companies must realize that developing their business is not a good enough excuse to tear down women. Because women are NOT tools to profit from.