of advertisements. OToole feels that critics are uncomfortable with information conveyed by means other than words(262). This is difficult to tend to because television is a visual medium with music and graphics. OToole further illustrates that is a more effective sales pitch to show a finished cake on the package rather than merely listing the ingredients of the Betty Crocker Cake Mix. He emphasizes that people are fully capable of making reasonable decisions and that they can do what ever they want with their own money.These two articles contrast on a level that is deeper than the surface. On one hand, Kilbourne, being a female, argues greatly in defense of advertisings portrayal of women. On the other hand, OToole, being an advertiser backs advertising and all that it entails on our society of today. Kilbourne argues that women are considered sex objects and that they are being molded into false standards that cant be reached. She emphasizes the power and the affect advertising has on our culture. She is looking at advertising from a frustrated womans aspect and is trying to bring out awareness of advertising and its manipulative control, so to say. OToole looks at advertising as a major fuel for the economy and is frustrated with people criticizing advertising for what it is not. In his argument, OToole is not concentrating on the content of the advertising or the images that they portray to particular target segments. A difference between the two arguments is the fact that Kilbourne believes that advertising has a power to influence people to the point of creating norms and ideals, especially in the sense of altering our self-images, whereas, OToole is set on advertising not being witchcraft and doesnt have an ego-altering ability to change peoples lives. It is just salesmanship, he emphasizes and reemphasizes. In comparison, they are both looking for evidence of some form of conspiracy to the point of writing heate...
