d throughout the literature. The use of children, young animals (like puppies), and smiling elderly people are often used to evoke the nurturing response in readers. Certain social values and feelings surround these subjects and are quite useful in eliciting attention from the observer. For some reason the picture of a beautiful women holding a puppy can give the double image of sexuality and nurturance at the same time, appealing to both types of men. The favorite tactic of liquor and food commercials is that of the family and good friends. Everyone is always having the best time when they are drinking or smoking in an advertisement, giving the impression that happiness is much more attainable with these products. Exploiting the vision of good friends and family gathered together with soft lighting and fuzzy homey decorations is a common technique of companies like Stouffers, and Smirnoff vodka. An interesting theme that I think is also just a typical American value , is the desire to deny the biology of human beings and the extent to which it pervades our lives. This goes hand in hand with the concept of unattainable beauty, but it also goes further. This concept can be seen exemplified in all the anti- aging advertisements, as well as the ads for liposuction, cellulite creams, quick tanning lotions, and the general habit of portraying everyone as young, healthy, and physically fit. This is simply ignoring the facts of reality. An excellent example is the Oil of Olay advertisements: "some people grow old gracefully, I intend to fight it every step of the way" Not only is this not natural, I feel that this is perpetuating the younger generations to shun and neglect of the elderly in our society. In most cultures around the world elderly people are revered for their knowledge and experiences in life, and they are taken good care of by their children and the whole society. But Americans are so stuck on the eternal youth...
