Throughout history, the female form has always been a predominant source of artistic muse. The introduction of the modern camera allowed the objectification of women to increase exponentially. In today's society, women of all ages struggle to embody what is perceived as the ideal female form. Studies show that women – from mid-adolescence onwards – experience a steady degeneration of self-esteem in relation to the level of dissatisfaction with their internal body image. The decline in female self-image can be directly linked to several contributing factors, including: film and print advertising, social media, and early exposure of adolescent girls to overly sexualized products and media. “Sex sells” is a closely followed aphorism. by both the film and print advertising industries. For over a century, magazines, newspapers, films, and other advertising materials have used women and sexuality to market their products convincingly to consumers (Reichert, 2003). By depicting an assortment of consumer products surrounded by women exemplifying a “desired” body type, marketers quickly discovered the direct correlation between sexuality and consumer purchase. So why is using beauty and sexuality as a marketing ploy so harmful? As women are the primary audience for general interest and consumer product magazines, they are constantly exposed to the idealistic body image that advertisers and the media believe women should adhere to. What is considered the ideal body shape in current trends is quickly becoming more and more prevalent. and even more inaccessible to the average person. Fake body shapes created using photo manipulation software, airbrushing, special lighting effects, surgical modifications... middle of paper ... self-esteem, and should not either no longer be a deciding factor when considering someone else. Personal health should never be risked in order to achieve unrealistic body image goals. Works Cited Reichert, T. (2003). The erotic history of advertising. Amherst, NY: Prometheus Books. American Psychiatric Association. (2000). Diagnostic and statistical manual of mental disorders (4th ed., rev. text). Washington, DC: American Psychiatric Association. Spitzer, BL, Henderson, KA, & Zivian, MT (1999). Gender differences in population and media size: A comparison over four decades. Sex Roles, 40(7-8), 545-565.Walton, A. (2012). The true costs of Facebook addiction: low self-esteem and poor body image. Retrieved from http://www.forbes.com/sites/alicegwalton/2012/04/05/the-true-costs-of-facebook-addiction-low-self-esteem-and-poor-body-image/