Since the 1920's, the media has been an essential ingredient in developing the American culture that we live in. Advertising leads consumers into thinking that their product is a product that they need and can't live without advertising has promoted more than commodities in American culture. It dictated American values as well. Advertisements make people believe they can find happiness, even perfection, through the purchase of products. Although, we as consumers control what products get advertised, the advertisers hold quite a bit of power over us. Because images used in advertising are often idealized, they eventually set standards that Americans feel the need to achieve. Advertisements define what the 'ideal' image is, and show us how to obtain it. It is the definition of idealism that gets risky. Advertisers have the power to promote positive or negative images. Unfortunately, most of the roles portrayed by women in these advertisements are redundant. These negative portrayals of women are the ones that have been most successful in selling products. It is easy to understand why men accept these negative images of women being placed in a lower role. However, these images are popular among women as well. Why would women willingly turn themselves into objects? When definitions of beauty are placed on every billboard and advertisements, it is difficult to deny the power of visual images and their promotion of an ideal female beauty in the materialistic culture. Advertisers, by setting ideals, not only sell their products, but also reaffirm traditional gender roles in mainstream America.

             Images nowadays are more sexual. Whether the image was a young unmarried woman or a dark lady of the night, advertisements defined women through their sexual availability. Did these sexual images portray women as having power over men, or did these concentrating on female sexuality? Although some power might have been gained, most of the women in these sexual ads are still depicted as objects.