The idea of feminine, attractive women being attentive to the muscled, masculine man could be seen as sexist and as a power imbalance between men and women.

The fact that the man is elevated shows how he is superior to the women surrounding him, and how this is in agreement with the views that were commonly held in 1969.

Jean Kilbourne:

In 1979 , made her first film. She is internationally recognized for her work on the image of women in advertising and her critical studies of alcohol and tobacco advertising. Her work links powerful media images to issues such as eating disorders, objectification and violence against women and she also talks about addiction as a love affair.

Her complete filmography consists of titles such as; Killing Us Softly : Advertising’s Image of Women (2010); Deadly Persuasion: Advertising & Addiction (2004) and the Killing Screens: Media and the Culture of Violence (1994), with many others on very similar themes.

“Our need for social and personal change and power is often co-opted and trivialized into an adolescent and self-centered kind of rebellion.”

“Ads sell more than products. They sell values, they sell images. They sell concepts of love and sexuality, of success and normalcy. To a great extent they tell us who we are and who we should be.”