# data[].attributes.body
28% of female models in television commercials had comments made about their looks, as apposed to male models that were commented on looks only 7% of the time.

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30% of women chose an ideal body shape that is 20% underweight and an additional 44% chose an ideal body shape that is 10% underweight.

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The average woman sees about 400 to 600 advertisements per day.

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69% of girls in one study said that magazine models influence their idea of the perfect body shape.

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By creating empathy and reducing social distance, depicting women more authentically builds closer relationships with consumers.

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Ads cannot be divorced from reality

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Women drive 70-80% of all consumer purchasing. And yet, still, women are tend to be portrayed as secondary to men in adverts, often in domestic scenes and as physically perfect or sexual objects.

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Women in advertising timeline, taglines 

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Women in advertising timeline, taglines 

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1912- “I wish I was a Man

1923- “always a bridesmaid never a bride”

1942- “we can do it”

1955- “does she… or doesn’t she?”

1992- “kate moss”

2004- “real beauty”

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Suggesting through content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house.