The media's thin "ideal" creates the message to women that the only way to be beautiful is to be really thin. As advertising agencies constantly demand thinner and thinner models, women become obsessed with the idea that they must lose weight and reach an unhealthy weight to be beautiful. “This dissatisfaction is evident throughout a woman's life, with girls as young as nine indicating a desire to lose weight and this has led some women to take extreme measures to alter their bodies” (Spencer , Strahan and Zanna, 331). In the article Don't Take another Bite: How Sociocultural Norms for Appearance Affect Women's Eating Behavior, Spencer, Strahan, and Zanna discuss various studies conducted on women's exposure to mass media advertisements featuring thin models and the studies showed that women who were exposed to these images felt the need to eat less and rejected their own bodies. Women feel dissatisfied with their body image and continually strive to lose weight. These feelings of body dissatisfaction not only negatively affect a woman's physical appearance, but also her mental and emotional state.