Department Of Marketing And - Lingnan University Library

The trend of slimmingWhen the modern struggle against fat, women therefore have been much more aware oftheir body shape than before. This trend has been pervasive and cuts so deeply into manypeople’s lives. (Stearns, 1997). “They need to stay thin, or at least to desire to become thin”(Stearns, 1997). It is a new standard of beauty and morality. So, a huge commercial literatureand products line are designed in order to aid the women who want to be slim. All over theworld, women like to take weight loss products and other kinds of weight loss methods in orderto stay thin and gain confidence, especially in those developed countries.Weight Survey in Hong KongWomen always feel unhappy with their weight. According to the survey from the FamilyPlanning Association of Hong Kong (1993), the average weight of females is 118.9 lbs., and77% of the females are within the weight range 100 to 129 lbs. However, 52 % of females aredissatisfied with their current weight. 45% feel they are over-weight, while 8% believe they areunder-weight. Of those dissatisfied with their weight, 28% feel unhappy about it. When thosewho are dissatisfied with their weight, 61% have adopted some means to improve it. In order toimprove their weight condition, 47% and 36 % of females choose dieting and doing moreexercise respectively. Actually, many women are not over-weight, but they still think that it is aneed for them to lose fat. It shows that losing fat becomes part of Hong Kong culture.10