For as long as advertising and mass media have been around, so has their incorporation of sexuality and ideologies. Day after day we are plastered by articles, images, and audible forms of advertising. I would estimate that the average person encounters between fifteen hundred and three thousand forms of advertising each and every day. Of those fifteen hundred to three thousand, it would be safe to say that more than two thirds of them portray sexuality and socially constructed ideals. Men, women, and children are on a daily basis targets of advertisements. As Susan Bordo hypothesizes in her essay "Hungry as Ideology," gender roles are the foundation for what the advertising agencies use to promote and push sales (139). They use the
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These ideologies are quite common because of ads like this. Undoubtedly this ideology is decades old, for one can clearly see that that those descriptions portray the doll being sold here. This doll, which is marketed towards young children in the 1960's, comes with three different outfits: a cheerleading outfit, an apron, and a vinyl coat. By being marketed as a "fashion doll," young girls are going to be under the impression that this type of attire is acceptable and truly feminine. Although this advertisement is marketed towards children, it goes on to solidify the expectation of what men feel a woman should be like. A man wants his woman to be both seductive and domestic. The fact that she comes with a skimpy cheerleader outfit as well as an apron implies that even though she is a toy, that she still possesses those sought after qualities. While reinforcing those gender roles, the ad also depicts the preferred image that women of all ages are trying to achieve.
Advertisers and women alike realized the advantages and possibilities one had when they possessed this fantasy figure look, as illustrated in the Caress soaps mail in panty order. It is very clear that this ad is more concerned with selling the woman's sexuality than their soap and panties (Sechrist). There is an overpoweringly strong implication of sexuality due largely to