As we dive deeper into the 21st century, the way we communicate with the mass media is also evolving. Newspapers are dying in print form and moving to the online platform, TV is also moving online so that consumers have the freedom to watch at their leisure instead of following the TV guide, and much of the media is vanishing into the hands of the public and are gaining control thanks to camera phones and blogs. But advertising is one aspect of media that can still afford to invest its efforts in any medium, including magazines. Even though print magazines no longer have the power they once had as everything has gone online, I still think they have a big impact, especially when it comes to their ads. They are often full page and in color and most magazines contain around 50% advertising. However, I find this to be concerning when it comes to the women portrayed in advertisements. Even today, women are often represented through stereotypes in the media. These ads are everywhere and in every type of magazine. While women have come a long way in terms of equal treatment, there is still a long way to go. I think it's culturally conditioned in our heads and advertising has a lot to do with it. So, although women have become more independent, less submissive and more career-oriented over the last 50 years, gender stereotypes and sexism in advertising photography have not diminished. I believe the epitome of sexism in advertising originates in the 1950s. A wide range of products would attract attention by stereotyping women and thus strengthening their role in society. For example, in a Schlitz advertisement we read: "Don't worry darling, you didn't burn the beer" (Fi...... middle of the paper ......der stereotypes in advertising, affections are still a big problem Media images of women have played an important role in contributing to women's "second-class status" in society. The media has limited their contribution both to broader issues such as democratic discussions and to their role in their lives personal Distinctions have been made between sex and gender, the media is partly responsible for enacting them men and women into separate gender roles based on their sex Women have been culturally conditioned to be the weaker and submissive sex and the use of stereotypes about women in advertisements has validated those gender roles within media society, changing the way women are portrayed in magazine advertisements could potentially make a big difference in how women are viewed in society.