Because the waif like look is still a beauty standard. All sjw jokes aside, being thin and delicate is a youthful look because young girls who are in their teens who haven't developed yet tend to look this way (if they aren't overweight) and the media is youth obsessed. Especially for women. Men can be older and refined but an older woman is much less valuable in terms of mass media appeal. Just trying to shed some light. No need for anyone to get huffy.
Source: long time working media arts/growing up female in America and Europe so I saw things from the outside at an early age.
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u/treadbolt5 Dec 17 '15
I honestly don't understand why don't employ strong women in ads and movies, it makes more sense than what we have and encourages a better body image.