The woman, like the product, is to be consumed by men for visual pleasure and by women for self-definition and survival in the society. The weakness of women as sexual objects is also very obvious when looking closer at the advertisements. Any depiction of a woman who is almost not wearing anything makes her look unprotected and powerless, especially when placed next to a physically stronger man. She may attract men and draw their attention, but this temptation is for the man to "have her". Women are more likely to be portrayed as sexually dressed, partially covered, or nude than in regular clothes. Also when depicting women, most advertisements will concentrate primarily on her body parts rather than facial expressions. Over 50% of commercials portraying women contained at least one camera shot focusing on the woman's chest. Because of the lack of emotion on women's faces, all aspects of her personality are void. Again she is seen as unintelligent and no threat to the male gender. With so much exposure of women in these roles, women themselves feel the need to be chesty, blonde, and brainless in order to receive any attention from men at all. Because men enjoy these images, women try to copy them, which degrade themselves. These images represents our culture's image of the perfect beauty, and women must supposedly stimulate it to gain love, respect, and power.

             Perhaps one of the most recent, successful, and controversial ad campaigns of the 1990's is that of Calvin Klein. In those advertisements, Klein focuses ironically on his model's expressions and deface women altogether. However, these expressions are similar to those of a scared child. The naked female model in turn looks even more unprotected than when she was faceless.

             In the advertisement of Kate Moss and Marky Mark, Moss is visually much weaker than her counterpart. Marky Mark's rippling muscles completely overwhelm the body of the Kate Moss.