Advertising emphasises the importance of physical attractiveness and this places pressure on women to focus on their appearance. In recent survey 27% of girls felt that the media pressures them to have a perfect body and a 1996 survey found that ads made women fear being unattractive or old. Advertising may adversely impact women's body image, which can lead to unhealthy behaviour as women strive for the ultra-thin body idealised in the media. Advertising images have also been recently accused of setting unrealistic ideals for males too and boys are beginning to compromise their health to try and achieve the well-built media standard.

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