Jean Kilbourne explains in her documentary Killing us softly 3 that advertising through decades has emphasize that the only aspect that really matter for women is how they look. This idea that beauty is the only power that young women have in our society, is created by this "ideal image of a woman" advertising promote. Just like Jean Kilbourne said, the perfect look advertisers present nowadays are imposible to reach now thanks to the retouch all the public images have now. Although advertising is the foundation of mass media with the main goal of selling products, it also impact the values and judgement of our society. Thanks to all of this women are now seen more as things and sexual objects than humans. Whether we are conscious or unconscious of this situation the true is that for women most of the stereotypes are mainly based on physical attributes, causing a negative impact in our young girls. As it was mention in one of the ads presented, "The more you subtract, the more you add" is the most frequent message women are receiving from our media.
On the other hand, in Tony Porter's TED presentation he explains that the way men socialize are based on the "Man Box". Which is the way our society expects men to behave according to the attributes they naturally should have. For example men should be tough, dominant without showing any sense of fear or emotions. Boys are rise to fulfill this standars because there are a symbol of masculinity, this situation is often seing in the way boys are treat by their fathers. There is where the sense of inferiority cames from, which lead to men seeing women as property and objects. This situation could be addressed only if our society change the way we rise our boys by teaching them a sense of equality and by breaking the limitation of emotions they have.
