This paper argues that, while advertisers cannot be dismissed for using unethical marketing strategies due to their increasing
reliance on sexual appeal, given that consumers do respond to them, they still can be labeled as irresponsible to the extent that the
images that they promote establish stereotypical images of the
female as a sex object. The paper shows that not only does this lead to the popular male perception of women as sexual objects, but also to female views of themselves as bodies that must reach ideal standards of beauty and perfection in order to successfully fulfill their function of attracting male attention. The paper also includes a literature review, which is not included in the word count.