To some extent, women of various cultures have always experienced pressure to conform to specific ideals. The new phenomenon in Western society is telling women that beauty has requirements. That is, to be attractive you have to be incredibly attractive, firm, but not muscular and big-breasted (Grogan 41). Unhealthy images of the female body are continually displayed in almost every aspect of the media, but television commercials have an incredibly strong influence. While there are many influential commercials, Victoria's Secret's Love My Body ad campaign is particularly scary. The TV commercials feature typical "skinny and busty" models (McDonell-Parry) parading around in underwear, with the wind blowing through their hair, making comments like "I love my body", "my body it's sexy" and "my body is my favorite body". Perhaps they are trying to represent the idea of ​​confidence here, but the company strongly reinforces the narrow image of beauty created in Western society by choosing models who conform to Westernized beauty standards, thus contradicting the theme of confidence (McDonell-Parry). This specific Victoria's Secret commercial, along with many other commercials, is seen by thousands of women, young and old. The portrayal of these women on TV sends a message to young women that confidence is fun and sexy, but you can only have it if you are extremely thin, busty and beautiful like the women shown. The commercials for the new line of bras could easily have been made to promote the love and appreciation of all women, despite their shape or size, but they chose to reinforce the unrealistic standards held up by the typical media source. It is images and advertisements like these that create internal negative feelings in young women. Self-esteem is considered a “positive or negative attitude toward…oneself” (Clay 451). Negative attitudes in young women can arise from a variety of internal or external forces. An accurate way to measure a young woman's self-esteem is through interpretation of body dissatisfaction and what causes it. Body dissatisfaction occurs because of three things today: the desire to be thin, the fear of gaining weight, and the idea that weight and shape are essential to a woman's character (Levine 11) . All of these determinants of body dissatisfaction are the result of the way the media uses an unrealistic female body in virtually all of its aspects, thus creating a cultural norm that “being thin is attractive” (Levine 15).