Before discussing sex in the media, one must understand why it has come to be that people use sex as a gimmick. "The writing of modern history has resulted in a viewpoint that is nothing short of a stag party. The history of women is ignored, hushed up, and censored in the most literal sense of the term. This method of eliminating the social and political destiny of half of humanity is the most effective form of supremacy." (Janssen-Jurreit, 1982, pp. 15-16) The world we live in today is still man-made, no less now then in the nineteenth century. Eve Zaremba states in Privilege of Sex: "Women's self-awareness as females has until very recently reflected the world's (i.e. men's) image of them; how well their personal performance matched male expectations." As English Canadians began to develop an identity in 19th century

Beginning in early adolescence, children develop their own ideas of male and female roles with the perception of the conduct and activities of his or her parents and other adults in their world, including characters on television. Young people are exposed to advertising from a very early age. The effect, says the Ontario Ministry of Education, especially of advertising on television, "has a significant bearing on girls' and boys' behaviour, and their aspirations. To most children the commercial message is another piece of information received from the television set. It is often difficult for them to distinguish truth from fiction, particularly when the fiction is packaged in compelling words, striking images, and catchy music." (Ontario Ministry of Education, 1975, pp. 5-7) An overwhelming amount of the visualizations that young kids see are the stereotypical images of women and girls. "This almost makes it seem legitimized, states Hon. David Macdonald, as it is reinforced and perpetuated by the mass dissemination of these images in broadcasting. (Macdonald, 1979, p. 3)

society, they mirrored the "ideals" for women of the Victorian period: gentility, weakness, ignorance and submissiveness. (Zaremba, 1974, p. i ) These individual roles, as described by Oneill and Leone in Male/Female Roles: Opposing Viewpoints as the relationship of a man or woman to society on the basis of gender, became essential in shaping male and female attitudes towards one another. Over the past twenty years remarkable changes in these traditional male and female roles have been witnessed. The subsequent impact on men, women, and families due to these changes is believed to be, by many social historians, caused by the re-emergence of the women's movement. (p.13) Though a positive alteration of roles has occurred, how is it that children of this century still may obey stereotypes?

"Sex Sells," the old adage goes. (Menzies, 1996, p. 9) Sexiness, as a component of the good life, is a staple for advertisers - Coca-Cola decorated its drug-store posters at the turn of the century with coquettish young women who male drinkers wished to date and female drinkers to emulate. (Carter, 1996, p. 53) Finnish yogurt makers ran an ad with hot, young, well-built Finnish boys holding containers of yogurt, with the slogan "Less fat, more taste.... Eat it." This aroused a scandal and nationwide debate. A formal pole was conducted on these ads and some interesting statistics were produced. Two-thirds of respondents were male, and two-thirds thought the ad was sexist. There was a sharp contrast in the female contingent, as the vast majority of whom thought the ads were sexy and quite acceptable (Holland, 1996, p.31) These stats just prove that when the shoe is on the other foot, women view ads much in the same way that men do, and men are offended at seeing themselves portrayed as objects.

"A baby is born knowing nothing, but full of potential." (p.19) Oneill and Leone believe that the process

Some common words found in the essay are:
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Approximate Word count = 2024
Approximate Pages = 8 (250 words per page double spaced)