of these can assist you in developing a professional image, and each one has unique advantages over the other. Most professionals have used these resources at one time or another to create their desired professional image. You may use the Pre-Assessment Activity at the beginning of this module to conduct an assessment of the areas you desire to improve with regard to your professional image knowledge base. You should identify the resources that are most appropriate for your individual needs. However, the observation of others is one of the most powerful learning tools for a professional, and this is especially true in the area of professional image. Look around and see what other successful professionals are wearing, how they communicate, and what rules of etiquette they are following. This can provide valuable information as you seek to develop your professional image. RECAP OF KEY CONCEPTS ◆ The business world makes judgments about you based on your professional image. ◆ The business world has certain expectations for appropriate and professional appearance in the business environment. ◆ Professional image consists of personal appearance as it relates to clothing, grooming, manners and etiquette, personal behavior, and communication effectiveness. ◆ Professional appearance is a composite of your professional dress and your grooming. ◆ Professional dress is dressing in such a manner as to enhance your authority, promote your respect, aid in your promotion, and promote your advancement opportunities in the workplace. Professional Image 9 ProfessionalImage_body 8/1/02 10:58 AM Page 9 ◆ Professional dress involves appropriate clothing selection based on profession, company policies, level of customer interaction, geographic location, clothing care and maintenance, appropriate styles, types of functions, and budgetary resources available. ◆ Personal grooming involves your hair, nails, teeth, and makeup. ◆ Use appropriate manners and etiquette for making introductions, maintaining conversations, respecting the customs of others, expressing appreciation, knowing appropriate dining rules, extending courteous behavior, and knowing how to behave in difficult situations. ◆ Personal behavior is an important part of the professional image you project. ◆ Nonverbal communications include posture, facial gestures, neatness, listening, personal behavior, and punctuality. Each of these contributes to professional image. ◆ Effective communication includes speaking correctly, writing, expressing appreciation, listening effectively, and communicating effectively in difficult situations. ◆ Your professional image can have a significant impact on your career. This can be demonstrated in your selection for participation in company activities, your promotion potential, and your performance ratings. ◆ Your professional image also affects your self-confidence and performance. ◆ Many resources are available to assist in the development of a professional image. These include literature, online resources, consultants, mentors and role models, training and professional development opportunities, and company policies and procedures. THE BEAUTY INDUSTRY’S INFLUENCE ON WOMEN 4 Literature Overview Women today are constantly being reminded of what is considered beautiful. There are thousands of advertisements that promote this elusive beautiful image to women of all ages, shapes, and sizes. By placing photo-shopped and computer-enhanced models in advertisements, society has built up impossible standards of beauty, which has led to feelings of inadequacy among women. In 2008, the YWCA USA developed a report, Beauty at Any Cost, which discussed the consequences of the beauty obsession on women and girls in America. This report showed that not only does this beauty obsession result in decreased levels of self-esteem, but it’s also putting a dent in the pocket of many Americans. The YWMCA reported that $7 billion is spent each year on cosmetics (Beauty at Any Cost, 2008, p. 7). If we go beyond just buying cosmetics to more drastic measures, the amount of cosmetic surgeries is also increasing. In 2007, there were “nearly 11.7 million cosmetic surgical and non-surgical produces performed in the United States” which is an increase of 500% in the number of surgeries performed over the last ten years (Beauty at Any Cost, 2008, p. 3). This beauty obsession has created a billion dollar industry, which holds the power to shape and change women’s perceptions of beauty. Many studies have been done to show the effects of media on women today, and most of the results indicate that the media negatively affects self-image.