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| 2004 |
Specially, adolescence is the most confusing process that replaces self-confidence of young girls with self-doubting. When a girl enters adolescence, she loses her voice and her unique entity. Of course this lost leads to important problems that young girls face such as eating disorders, overuse of cigarettes and alcohol, teen pregnancy even harassment and rape that affect girls' psychology inevitable way. The cause underlying these behaviours is to meet the demands of males, peers or families who share the idea of perfect woman that reinforced by ads. Because of the pop culture's imposition, females are expected to be nice, gentle, sweet, thin and in competion with other girls for the attention of males while they are suppose to repress their anger, power and be passive and silent. For instance, the time 'gaining weight' considered as a traditional compliment in Fiji is far away with the coming of TV. Within three years, the number of teenagers who suffer from eating disorders highly increased. It is surely a result of TV and ads' effect. In a Buffalo jeans ad audience can watch a woman screaming and saying that 'I don't have to scream for attention but I do'. Don't rush to say it is a powerful expression until you notice the style of get attention by unbuttoning her blouse. Is the use of nakedness an only way that she explain herself? These kind of mixed messages surround and capture us. When males are affected by these ads filled with perfection, females are in a big controversy to become herself or fiction like advertisement characters. By the pop-culture, it is created a world for women serving the satisfaction of their men. It is a sexist utopia that turn women into machines programming for men's desires such as the movie in Stepford Wives. To become less for gain more is a vicious circle consuming self-esteem of females.
