Bordo looks at the general ad and its content (it would be better to say she takes a few examples, a few ads and analyze their content) and then she shows the readers how she sees in them (to reveal) intentional "manipulation of problems' targeted as characteristic dilemmas of the 'contemporary woman'," such as conflicting role demands and time pressures (143). Moreover, Bordo looks at thematic trends, a sudden use of a common theme among advertisers. It was only until recently that advertisers even used "control" and "mastery" in their ads (143). This is the message that they intend their readers to associate their product with; it's an unreasonable promise for such a "disparate

In a particular section Bordo has chosen to dissect/One of the examples Bordo has chosen to dissect is the Log Cabin Syrup ad (157). This ad points out many of the things Bordo hits upon in other sections of her essay. One of these recurring ideas is the fact that a man in the kitchen is a rarity. However, it should be noticed that it is not all advertisements that hold men to this stereotype of not cooking. It seems; Bordo has chosen those that do so in order to support her argument. This is not the only way she stereotypes. For example, she only shows ads with men gorging. The ad with the man on Slim Fast is nowhere to be found. She uses over exaggerated stereotypes in order to force her point.

If it wasn't for popular media, and contributions by society, women would not even worry about how they compare to the "norm." It's ads themselves that give women the idea that they need to look a certain way, or behave a certain way. Female consumers are bombarded with problems that could simply be solved by accepting themselves. Advertisers just keep up perpetuate this problem by continuing to tell women how they need to control themselves, so

Some common words found in the essay are:
Bordo Schudson, , ConsumeraE Bordo, Slim Fast, Moreover Bordo, Cabin Syrup, Product Product, bordo chosen, women feel, women expected, bordo looks,
Approximate Word count = 773
Approximate Pages = 3 (250 words per page double spaced)