Bordo and the Body

In her chapter titled "Hunger," Susan Bordo offers some interesting insight that looks at the depth of consumerism and advertisement. Products that are constantly being sold to us are advertised in manners that are supposed to make them irresistibly appealing -- we find that we need whatever them product is because it will make our quality of life that much better. When looking at items marketed to women, most of the advertisements for these products take into consideration the feminine appearance. What has been the trending fashion for women since before the 20th century is a slim, slender physique. Thus, we find that our consumer culture has come up with endless products that will supposedly help us achieve this unattainably ideal body. The way these products are marketed to us endorse this unhealthy body image and perpetually instill the idea that we as women need these things if we want to be the best woman we can be. These advertisements simultaneously promote unhealthy lifestyles, for example choosing to smoke a "Virginia Slim" in place of eating a meal. Even today, these unhealthy lifestyles are still being perpetually encouraged with companies such as Wrigley advertising their gum (Extra) with the slogan "From nice gut to nice butt." In their commercials, Wrigley offers the choice of choosing a snack or a stick of their gum, essentially saying that those who choose the gum instead of the food will benefit and lose weight. Bordo highlights how our consumer culture not only promotes the ideologies behind unhealthy lifestyles, but actually plays a major role in creating them for itself.