1. Naomi Wolf The Beauty Myth
Theory Research
Naomi Wolf
The Beauty Myth

2. What is it about?
The initial idea of the beauty myth is that standards of physical beauty has grown for women as they gained ‘power.’
Wolf argues that this standard of beauty has taken over the myths about motherhood, domesticity, chastity, and passivity, all of which have been used to keep women powerless.
The myth of beauty spreads the belief that the measurement of beauty exists, and that woman must want to fit in to this scale, and that men must want these women.

3. Naomi Wolf – The Beauty Myth
In 1990, Naomi Wolf published a book called ‘The Beauty Myth - How Images of Beauty Are Used Against Women’. The basic message of the book is that as women have gained social power, they are expected to adhere to a certain high standard of physical beauty. She criticizes the fact that beauty and fashion industries unfairly exploit women and that they should be able to make their own choices based on their own opinions of physical appearance. The book was a bestseller and won praise from many feminists who agreed with her points. There were five areas she focused on in the book.
Violence
Hunger
Religion
The Five Areas
Work
Sex

4. The Beauty Myth
The idea that there is a universal standard of beauty that women must possess in order to be successful and attractive to men. 1. This is MYTH rather than REALITY. 2. A political tool, a consequence of backlash against feminism

5. What is the authors aims?
Wolfs aims is to target the beauty myth.
Wolf presents the argument that the beauty myth is really not about women, it is about men’s mind sets, foundations and power.
Beauty is about behaviour, not appearance.
The ‘talents’ labelled beautiful in women in any given time period are no more than symbols of female behaviour considered attractive at that time.

6. The Beauty Myth
Why is the Beauty Myth so powerful? A. Most powerful remaining ideology to control women B. Subtle, seems to work toward “improving” women C. New technologies are invasive and promise “youth” and “beauty” D. Claims to be based in nature/biology

7. The Beauty Myth In Media
Naomi Wolf’s Beauty Myth can be applied in media situations that Killbourne addresses.
Pictures of attractive, beautiful women are used in order to appeal to other women in order to sell products to women.
They are attracted to these images as women have grown up in a patriarchal society and conditioned to aspire to be like models.
It persuades the reader to buy the product which the attractive woman is modelling for.
These women also attract men to the products
An attractive woman on the cover of a magazine creates a sexual desire for the males interested in the product

8. Application of “The Beauty Myth” by Music Magazines
Music magazines use the beauty myth to their advantage by putting attractive females on their front covers to improve product appeal. To improve chances of selling the magazine to readers, the female “imperfections” are smoothed over using Photoshop. This supposedly persuades women to buy the magazine as they idolise these female figures and want to embody them because of their “beauty” and therefore have value.

9. What The Media Says About Female Beauty
Girls need men
Girls need to know how to “catch” men
Girls need to be sexy
Girls bear all responsibility for the consequences

10. Just How Ugly Are You?
Love yourself…..but look at how skinny you could be!