The largest new trend or desire of our society pertains women and the new role they have in our society. In today's world women have a more prominent social standing. They are now stronger characters, and are viewed as being more independent and sophisticated. The women of today have a new freedom. This has not happened until recently. The world today is no longer a man's world; they are no longer portrayed just as housewives or sex objects. The women of today are shown as not just being beautiful, but successful and powerful at the same time. It is a desire of all women to posses power, to feel strong, and yet still express their sexuality. This change is evident in our advertisements. These advertisements promote these new desires of women.

Individuality is a desire that is related with the new role of women and also their sexuality. The women of to

Perhaps the most interesting new trend or desire in advertising is the idea of truth. In the past advertisers were afraid to tell consumers the truth. Now as consumers we sometimes demand the truth. Today some advertisements present reality because it is a desire of the consumer. In the anti-smoking advertisement titled "The Truth", the ad not only gives the truth about cigarettes but also criticizes cigarette ads in general. The advertisement has the look and feel of an actual cigarette ad. The imagery contains a cowboy on a horse riding in a western type of frontier. This type of look has been associated with cigarette ads for years. Most interestingly Winston cigarettes portrayed this image, but now as we saw before Winston changed to show the new role of women. But in this truth ad the cowboy has a bodybag with him suggesting the truth the cigarettes do in fact kill people. The truth would not be told to consumers in the past. This shows that today's consumer and even society is smarter and does want to hear the truth. The Truth advertisement even makes the statement "You too can be an independent, rugged, macho-looking dead guy." It is interesting to know that the government forces cigarette companies pay for these truth advertisements. It is almost a slap in the face. This is only one example

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Approximate Word count = 881
Approximate Pages = 4 (250 words per page double spaced)