In her article, addressing women, advertising, and fashion, Susan Bordo suggests, “It is the created image that has hold on our most vibrant, immediate sense of what is, of what matters, of what we must pursue for ourselves,” (103). Young women strive to be what they see in ads; stick thin models, usually dominated by men or obscurely hiding behind the latest fashion trends. It is no wonder that over five million women in the world suffer from eating disorders.

Recently, the European Parliament scolded advertisers for sexual stereotyping and adopted a non-binding report that seeks to encourage them to change their gender degrading ways. This move should serve as the springboard for change within the industry. Advertisers must overcome their “gender baggage” and realize the detrimental impacts their messages have on society. Perhaps advertisements could focus on promoting the actual product rather than gender roles, a shocking presumption, but one that must be considered in order for our society to move forward, free of gender discrimination and stereotypes.