Jean Kilbourne analyzes the way advertisements are processed consciously and sub consciously in regard to the stereotypes

that infiltrate the media. Kilbourne concentrates heavily on the way women are represented in the media and how media plays as a key persuasive device in history as shaping the way women are perceived and treated in society. Women are most popularly represented sexually in advertisement but it is important to identify other ways in which women are objectified. One example that Kilbourne touches on, which is not always obviously detrimental because of advertisings intent to portray it as artistic, is the way that women in advertising can be subject to violence. Some cases are disciplinary or abusive type instances, while other touch on areas such as rape and stalking related concerns. With even more examination, you can find advertisements with women in situations in which there is a male character that is conducting acts of violence, stalking, or domination over a woman in which the woman is verbally opposing his actions but perhaps physically or internally in agreement with his actions. Out of all types of equally destructive advertisements, this one however disturbs me the most. As Kilbourne explained, it creates a false perception in society that women never mean what they say, and that they invite these dangerous and unsought acts upon themselves. Unfortunately, this confuses men, and those who understand communication in terms of being black and white to perceive misconstrued verbal and non-verbal messages. To combat these misguided messages that advertising penetrates into our society, the advertisement industry may first want to modify the way that advertisements with children are created. Because children are a very susceptible target audience in regards to media, the industry should change advertisements so that they dont just reflect

typical gender roles of young boys and girls. J Crew catalogs and advertisement tend to typecast children in very obvious ways, many of which Kilbourne touches on. The children demonstrate the typical gender roles with girl children playing with flowers and boy children playing with trucks. Color also plays a role in J Crew advertisements with girl children being dressed in pink, purple, and lilac clothes with lighter and thinner material, and boy children in heavier corduroy blues and greens. Girl children often embody frail, innocent, bashful and timid model poses, while boy children are often posed in dominant, domineering, and aggressive poses taking charge. These repeated messages heavily influence young children to take on domestic or domineering roles that they shouldnt be limited to. In learning and understanding the way that advertisements penetrate and heavily influence our society, it is our job as a society to reverse the status quo and demand a change. The advertisement industry as a leader is one of the best ways in which our society can change the exiting state.