The last hundred years or more have seen many changes in society, especially in the way that people perceive and talk about sex and their bodies. One of the most significant changes has been seen in the way girls mature into adulthood and how they relate to their bodies during this time. These changes are more than just cultural -- they are also physical. As Jacobs Brumberg points out, in the nineteenth century, menarche (the first menstruation) typically began at the age of fifteen or sixteen. Currently, however, the average age of menarche is twelve years old (Jacobs Brumberg, 1998). A psychological change that came about that may be a product of the physical change is how girls perceive their bodies. Again, Jacobs Brumberg, using diary entries, points out how adolescents of the nineteenth century frequently wrote about how to improve their character, whereas girls now write about how to improve everything they can about their bodies (1998). This paper will use an advertisement from Cosmo Girl and an article from Teen Vogue to demonstrate how a girl's body has become her single most important project, and one in which most of her self-esteem is invested.
First, it should be noted that both Cosmo Girl and Teen Vogue had more than their fair share of advertisement to choose from. In fact, the bulk of both magazines was dedicated to advertisements, most trying to sell a girl on how to make her life better by having a better body, hair, nails, skin, clothes, makeup, jewelry and other accessories. For this portion, however, one advertisement was chosen from Cosmo Girl.
The advertisement is a two page spread on pages 24-25 and was selling Lucky Star lipstick by JANE. On the left, two girls are laughing and look like they are having a good time. They are standing sidewise to the camera -- the "slimming" angle. Their skin is clear, their teeth are white and their hair is shiny. Besides wearing the advertised sparkly lip c...