Perfect?

Nederlands  Portugês

The British online doctor service Superdrug did research in eighteen different countries for the ideal female body. In each country, a female graphic designer was asked to create the ideal female body according to the standards of that country. For this, they all got a picture of the same model, which then had to be retouched by PhotoShop. 

The results were surprising. Several designers not only changed the shape the body, but also other parts of the appearance, such as hair, face or clothes. Also the differences in physique are interesting. In China, a woman with the ideal body would have a BMI of 17 (Adults with anorexia generally have a BMI below 17.5). The ideal female body in Spain has a BMI of 25.5 (representing obesity).

(read the entire study here)

On this blog I have previously written about the beauty ideal that goes for women and the question of who these - often unrealistic or unhealthy - ideals are determined. One of the answers is that the marketing campaigns of many big brands contribute to this. Another part is obviously culturally and historically determined.

However, this does not only apply the beauty ideal. The role of the elderly is clearly culturally determined. So the elderly receive in the Asian world - such as Japan or China - a lot of respect for young people. They are seen as a source of wisdom and experience and be appreciated for this. In Southern European cultures, you see that the elderly participate in the whole society. They are part of the family and are also measured in that way. They are an important part of the community.

In the west - the US, the United Kingdom but also the Netherlands - society is just very focused on youth and adolescents. Older people are depreciated quickly. Respect for the elderly is much less obvious. For example, a few years ago when I was with a colleague in a crowded elevator. She was then 62 years old. At one point she said to a girl about 18 years old: "Young lady, you push very hard on me." To which the girl said: "I know, Granny, I do it on purpose." And the girl just kept pushing. There was totally no respect at all.

Also on the employment market in the Netherlands it's very difficult for a person of 45+ to find a job. This group is considered as old. 'Old' is a synonym to employers for expensive, slow, less flexible, less learnable and stubborn. That many older people do not fulfill this stereotype but just bring a lot of experience, knowledge and a healthy work ethic is pushed aside.

Also marketing departments of companies seem to have this image of 50+. In their campaigns we are often described as elderly grandparents that do typically 50+ -things. Like
if you don't want to go out in a nice bar or restaurant, go dancing, make adventures travels and so on.

The problem is that in the West many occasions are just very focused on the young and hip or are just very focused on the stereotype of old and elderly. The intermediate layer is a bit between two stools. In the advertisements and in magazines it's exactly the same. It's young and hip or old and corny. It appears that the group of 45+ as it really is, does not exist in the media and society. Nowhere do I see in advertisements or in stores people like my friends, acquaintances or myself.

Where are the marketing departments and the entrepreneurs who will approach this once differently. Who decides what is old and what that looks like?


I'm 45+, no longer very young, but certainly not old ... but where am I in the media? Where do I find my inspiration?

Do you recognize this? How about this in your country?

Photo's: onlinedoctor.superdrug.com