the operative word in that sentence. They promote the importance of not conforming to a man's world by dressing like a man and the necessity to maintain a feminine image, yet the image they depict as desirable is one of short skirts, sleeveless tops, and high slits up the front and back. The advertisements that were not utilizing gender stereotypes seemed to fall into any of the following categories. First is the values surrounding the home, the family, children, the elderly, and what ever else in normally included with those ideas. Second is the use of patriotism, and the good ol' all-American life. Somewhat included in this previous idea is the use of "reality" as meaning every day hardships, problems, "facts-of -life" as an attention grabber. Another depiction is that of the dismissal of biology, especially in the avoidance of aging, illness or unhappiness. Examples of advertisers exploiting these values and institutions abound throughout the images. The use of children, young animals (like puppies), and smiling elderly people are often used to evoke the nurturing response in viewers. Certain social values and feelings surround these subjects and are quite useful in eliciting attention from the observer which in turn can present great profits. For some reason the shot of a beautiful women holding a puppy can give the double image of sexuality and nurturance at the same time, appealing to both types of men. The favorite tactic of liquor and food commercials is that of the family and good friends. Everyone is always having the best time when they are drinking or smoking in an advertisement, giving the impression that happiness is much more attainable with these products. Exploiting the vision of good friends and family gathered together with soft lighting and fuzzy homey decorations is a common technique of companies like Stouffers, and Betty Crocker. An interesting theme that I think is also just a typical American value , is the desire to deny the biology of human beings and the extent to which it pervades our lives. This goes hand in hand with the concept of unattainable beauty, but it also goes further. This concept can be seen exemplified in all the anti- aging advertisements, as well as the ads for weight loss centers, cellulite creams and various vibrating machine and suckers, quick tanning lotions, and the general habit of portraying everyone as young, healthy, and physically fit. This is simply ignoring the facts of reality. An excellent example is the Oil of Olay advertisements: "some people grow old gracefully, I intend to fight it every step of the way" Not only is this not natural, I feel that this is perpetuating the younger generations to shun and neglect of the elderly in our society. In most cultures around the world elderly people are revered for their knowledge and experiences in life, and they are taken good care of by their children and the whole society. But Americans are so stuck on the eternal youth and never losing one's looks, that being old is often seen as simply out of shape, senile, and ugly. This concept goes along completely with the advertisers entire avoidance of reality. NIKE athletic apparel advertisements are one of the few that utilizes reality to get they point across and does it well. It is almost as if it is necessary to shock the viewer into paying attention. They prefer to use harsher realities to grab the eye, but they also make it a point to have a constant ethnic blend in all their ads, thus supporting the theme of their company. The reality is that America is not just all white beautiful , young, healthy, in shape ,well - off people running around w

Some topics in this essay:
Obsession Poison, Homo Sapiens, Smoking Marlboro, Oil Olay, Betty Crocker, LIPS SMOOTH, Females Advertising, values norms, etc , roles status, unable accurately, models women, formed stereotypes, modern day, portrayal women, desirable behavior, fear unknown,