For many years, advertisements have been displayed on television, buses, in magazines, and virtually everywhere, you go. These advertisements are seen by billions of people each day and are meant to sell some kind of service or product. However, in today's society these advertisements do more than just try to sell goods and services; they, in my opinion, show expectations of how women should look and act. Since I grew up with my sisters, I have seen first-hand how vulnerable young women are, I believe that it is wrong for companies to make expectations of women in the ads that they produce. These advertisements reflect the social expectations surrounding gender and greatly affect men and women in many different ways.
             Media texts today represent gender, setting standards on society. Our ideas on what it is to be masculine and feminine could be decided by what we see in magazines, cinema and television, as well as other mediums. Through trends in these outlets society has somewhat parodied the media, washing off on how we see ourselves and our peers, stereotyping the male and female gender: The male dominance and the female's vulnerability. This view is further coincides with Vladimir Propps take on the female role in narrative. Propp describes the female as the 'Damsel in distress' in his theory on narrative elements, where the traditional role illustrates the female sex as weaker than the male and awaiting rescue by a hero (the male). Throughout genre in any media text, but particularly film the women confide to certain formalities. For instance the female in the horror/action/sci-fi genre's will generally scream, she'll be completely helpless, vulnerable and lonesome, she'll end up saved and owing her male knight in shining armor, often implying sex. In the romantic comedies and chick flicks it will be a single woman looking to confide with a gentleman, searching for Mr. Right. She'll fall in l...