Final answer:
The 'beauty myth' in the U.S. society encourages women to believe that their worth is largely determined by their physical appearance. This has historical roots and has been perpetuated by the beauty and advertising industries, which promote narrow standards of beauty and contribute to gender stereotyping.
Step-by-step explanation:
The "beauty myth" in U.S. society encourages women to believe that their personal importance depends on their looks. Historical evidence reveals that both Roman society and later generations placed high value on physical appearance. In Romans' view, an unpleasant exterior denoted an unpleasant interior, compelling both men and women to maintain their beauty. Male authors of the time underscored the pressure on women to use makeup to enhance their appearance, equating natural and unadorned states with a lack of beauty.
Over time, the beauty industry, driven by finance and marketing, exploited these societal norms, convincing women of their need for beauty products to be considered attractive. This practice expanded rapidly with the advertising industry promoting a uniform look as the standard for attractiveness, mainly portraying women as thin and light-skinned. Such images internalize stereotypes that can lead to negative attitudes toward women.
Feminist perspective theorists have outlined how these idealized images contribute to gender stereotyping in the media. These stereotypes are further introduced to young girls, emphasizing the importance of appearance from an early age. This phenomenon is evidenced by the high percentage of young girls worried about their body image.
Protests such as those at the Miss America pageants in the late 1960s highlighted the rigid standards of physical beauty and the negative connotations associated with women's cosmetics, as indicated by historical critics of makeup usage. Despite this, the industry continued to develop, aiming to convince women of the necessity of an extensive array of beauty products.