This is a problem though that starts in elementry school, and honestly, I think it's more than just culture, there's a wiring component (and in my opinion there's different wiring for each gender that contributes to it). My 8 year old daughter really really really wants to be a cheer leader. I don't think that's her culture telling her to aspire to it as for the most part, we've shielded her from that. There's something about it that appeals to her at a very very very basic level.
To answer the other question, it's a mixed bag. There are plenty of professions where looking good is part of the job description... or at least, it really helps. Most sales roles fall into that category, and it doesn't matter if you are male or female. The better you look, the better you will sell. That's just how it is. It helps in journalism too, though in my observation, both sexes (at least for TV reporters) tend to be appealing to members of the opposite sex. While looking good is a part of it, there's personality, coming across as intelligent, and dressing professionally that comes into play too.
That said, at the end of the day, it's about the ratings... and quite honestly, the FSN girls get better ratings. As such, it will continue to happen until it no longer gets that result, and I'll be honest in saying that I don't think that will ever change.