However, this relentless pursuit of thinness is not just an example of women trying to look their best, it is also a struggle for control, acceptance and success. In attempting to mould their appearance to meet the current ideal, numerous women are literally starving themselves to death. This increase is no longer limited to women in their teens and twenties, but is increasingly diagnosed in patients in their thirties and forties. For the anorexic this distortion is exaggerated, the patient feels fat even while emaciated, however, many women who are caught up in the relentless pursuit of thinness also experience some degree of disturbed body image. One of the reasons may have to do with the media and various forms of advertising.
Advertising is a major vehicle for presenting images and forming attitudes.
The majority of ads incorporate young, beautiful, slender models to present their products and services. While individual ads may not be seen as a big issue, it is the cumulative, unconscious impact that has an effect on attitudes toward women, and in women's attitudes toward themselves. As women are consistently exposed to these feminine forms thorough both print and television, it becomes difficult to distinguish what is normal, and even more difficult not to compare themselves to this form. It is not just women who judge themselves, but also men who begin to liken these models to the women in their own lives and then make comparisons. The images that are presented in advertising are designed to create an illusion, a fantasy ideal that will keep women continually consuming.