Men are also victims of the psychological consequences that result from it. Advertisements from famous brands like Calvin Klein display their products on models who have very defined physical features in relation to their entire consumer base. This marketing strategy works either negatively or positively. For example, towards sellers, people may feel inferior for wearing their product, while people also buy their product to imitate the models wearing them. On the other hand, advertisements like the one about weight gain from the 1930s discuss the problem of not gaining weight. “Don’t be skinny,” one ad warns… “The fellows never looked at her…until she found a way to add 11 pounds quickly!” The latest ad is also aimed at thin men (so they can be the "men" with "normal good looks" (Sternheimer 100). By attacking their audience, it captures their attention and allows them to think about themselves life in a way they haven't noticed before As a result, people look to the safety of social norms through media coverage to represent themselves. Often, people think they don't qualify for. being "accepted", unable to meet their needs sufficient people to be.