This argument is constantly repeated in popular feminist debate where many feel that advertising, commercial television and pornography routinely degrade and misrepresent women, turning them into sex objects for the perusal of men.
[5] Mediawatch's study showed that the widespread dissatisfaction women feel with the female images used to sell them products manifests itself in different ways.
[1] Despite these numbers, advertisers have been slow to re-evaluate the way in which they design their ad campaigns, considering that women are the principal buyers in everything from food to men's clothing.
Women in advertising (mostly white and under 25) are still depicted as passive sexual objects whose weight and appearance portray them more as mannequins than humans.
The advertising industry has responded to these criticisms and pressures by portraying women in more equal roles, for example, in positions of power and responsibility.
The main intention was to persuade the Government to intervene in order to regulate an industry where the organisation viewed there was a lack of access and attention to the issues of importance to women.