The Role of Consumption and Advertising in the Creation and Perpetuation of Beauty Stereotypes of African-American Women

African-American women face stereotypes in their everyday lives. Since stigmas and stereotypes are socially constructed and historically situated (Crocker et al., 1998), they are also fluid and constantly evolving. One of the major areas African-American women encounter stigmatization is with their physical appearance. Researchers find that Eurocentric beauty ideals are not only prevalent, but also prized in Western culture (hooks, 1993). Society reinforces the idea that women are supposed to possess a light complexion and straight, flowing hair. The idea that " whiteness has come to be the defining zenith of physical attractiveness " forces African-American women to face the stereotype that they are unattractive and juxtaposes them against Caucasian women as the " other " (Shaw, 2005, p. 143). Research finds that stigmatization can negatively affect individuals' physical, emotional, and social well-being. For example, many stigmatized individuals suffer from low self-worth and depression (Abramson et al., 1989) and increased stress levels (Allison, 1998). Due to the significant effects of stigmatization, it is important for researchers to delve into how stereotypes are created and perpetuated. This research utilizes historical data to examine the role of consumption and advertising in the development and continuation of African-American women beauty stereotypes. For this research, we examine archival advertisements as well as historical accounts of the time. While Eurocentric beauty ideals mandate that hair be straight and flowing, African-American women's hair is often textured and less fine than their Caucasian counterparts (Thompson, 2009). In fact, African-American women are often teased and bullied about their natural hair. African-American women's hair is often referred to as " kinky " and " nappy " and considered not as attractive as straight hair. In order to combat this beauty stereotype, many African-American women struggle to conform to Eurocentric beauty standards by straightening or perming their hair or wearing a weave, despite the significant pain and monetary costs they incur (Tate, 2007; Thompson, 2009). Failure to conform leaves them not only " not beautiful " in society's estimation but also at risk of being considered militant and anti-white. Additionally, Westernized standards of beauty prize lighter skin over darker skin (Hill, 2002). Lighter skin is prized and considered more beautiful than darker shades. In an attempt to adapt to Eurocentric beauty ideals some African-American women purchase skin-lightening creams despite the fact that these products can be dangerous to their health. The stereotypes surrounding African-American women's hair and skin tone can …