This study examines six decades (1930 to 1990) of weight loss advertising in the New York Times, using a combination of qualitative content analysis and textual analysis methods to understand how the discourse of weight loss has evolved over the years in the United States. The findings of the study show that the discourse of weight loss evolved from self-control to self-improvement. It also notes greater representations of white women in weight loss advertising. Women’s portrayals evolve from glamorous and thin to curvaceous, feminine and sexually appealing, to youthful, bold and confident and finally to strong and muscular. The study concludes that weight loss advertising reflects the changing roles for woman in society, while simultaneously influencing attitudes about beauty and body though the creation of new cultural images. Collectively, the advertisements cultivate the belief among women that by controlling their bodies through diet and exercise, women can achieve success in all aspects of their lives, from relationships to careers.
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