1. Towards Beauty and Fashion

2.  We are conditioned to perceive ourselves through society’s view of beauty ◦ Media – images from TV, magazines, etc.  This conditioning takes place by repeatedly viewing images of people that have similarities (facial, weight, hair colour, etc.)  These images are packaged with a message of beauty – what we as a society should aim for

3.  As humans we have a basic need for belonging and acceptance (Maslow’s Hierarchy of Needs) At the third level we meet our social and belongingness needs i.e. we marry, or join groups of friends, etc.

4.  Unfortunately, media often dictates what is socially accepted  Therefore, to fit it with mainstream society, most people tailor his/her visual image to meet what is socially accepted.  Images of beauty and fashion differ throughout the world

5.  “people adhering their looks to meet society’s standards of attractiveness” “Some of these standards have involved extremely painful procedures for women ranging from wearing very tight corsets in the Victorian times, foot binding in China, wearing numerous neck rings in subcultures in Asia and Africa,… and lip stretching among select groups around the Amazon River in South America and Africa.” http://suite101.com/article/cultural-standards-of-beauty- throughout-history-a383872

7.  Beauty has evolved throughout time and history  In more ancient times– hefty women were considered beautiful  Weight was a sign of wealth and fertility  Current standards of weight is still a sign of wealth ◦ (access to healthy food)

8.  For North American’s the standards of beauty have become unattainable.  Even models are ‘not good enough’ – these models are photoshopped to appear thinner than they actually are.

9.  Attitudes toward fashion are made up of socially accepted standards  Trends dictate fashion standards  This is all in an effort to satisfy the need for belonging  For the beauty and fashion industry, it is ultimately about making profit…