Sadly, in recent times there has been an increase in the number of women suffering from eating disorders in the western world.
Little research has been done concerning the relationship between advertising and eating disorders.
The problem, however, is that in reality few females actually meet the standard of slimness which is portrayed in advertising as being desirable.
Body image distortions may occur, especially amongst young females, because of the psychological pressure that results from the contrast between the ideal body image and the individuals objective body shape.
Myers and Biocca (1992) quoted a Nielsen survey suggesting that 45% of all US households have someone dieting. However, there is a marked difference between healthy and unhealthy dieting.
Weight loss, in an attempt to achieve the ideal body image, is more than inches and pounds to the woman with an eating disorderit becomes a way of life.
Alternative executional approaches are offered, as well as making recommendations for future research in this area. Prendergast (1998) ,"Psychology, Marketing and Eating Disorders: Integrating the Evidence From the Literature", in AP - Asia Pacific Advances in Consumer Research Volume 3, eds. Monroe, Provo, UT : Association for Consumer Research, Pages: 120-125.
Alternative executional approaches are offered, as well as making recommendations for future research in this area.
Third, to make recommendations for further research. For the purpose of clarification, a distinction needs to be made between the two eating disorders anorexia nervosa and bulimia.
An Anorectic refers to persons who have a constant obsession with food and weight.