the sense that beauty comes from without(238). She supports her argument by stating, more than one million dollars is spent every hour on cosmetics(238). She said woman are conditioned to fit this false ideal and are going as far as altering body parts to reach the unreachable norm. She further supports her argument by stating more facts, stats, and surveys. Kilbourne complains that women are dismembered in commercials, separated into body parts in need of change or improvement(239). She reiterates that it is to reach this level of beauty and is not viable to maintain. Kilbournes last point is that advertising influences sexual attitudes. She points out that advertisings approach to sex is pornographic: it reduces people to objects and de-emphasizes human contact and individuality(239). She argues that the commercial women today are portrayed as independent hardworking women that can do it all. On the contrary she notes this is an illusion that reduces complex sociopolitical problems to mundane personal ones(239). Kilbourne notes, it is a real tragedy, that many women internalize these stereotypes and learn their limitations, thus establishing a self-fulfilling prophecy(239). She sums it up emphasizing how influential advertising is in our culture and how women are so unaware of the power and impact it is causing to their self-images.John OToole starts out by saying, advertising . . . is salesmanship functioning in the paid space and time of mass media(259). He feels that advertising plays a vital role in our economy and those who criticize its nature would be too extreme. OToole feels that government regulators and their overseers have a wrong outlook on how to rule and regulate advertisements. He says that the regulators judge advertising by the same standards as journalism, education, entertainment, etc because it has some of the same characteristics. OToole then cites a quasi-law that the Trade Regulation Ruling was ...
