The word advertising is defined as something that is shown or presented to the public to help sell a product or to make an announcement according to the Merriam Webster dictionary. The aim of advertising is to attract the attention of viewers to the ad, to capture their interest in an object, a brand or an idea, to stimulate their desire and to convince them to undertake an action oriented towards the purchase of the advertised product. It is obvious, however, that this definition does not fully describe the importance of what the advertising phenomenon really is, or at least not as one might think, because advertising is not only a communication tool that serves to encourage the public to buy products and develop our consumer habits. It is also and above all a very effective tool for transmitting ideas, values ​​and attitudes towards the world. Advertising has impacted roles and standards in all aspects of today's woman. Advertisements not only aim to sell objects, but also to distort the social identity of the viewer (Fogliasso and Thuo 31). For starters, "you almost never see a photograph of a woman considered beautiful that hasn't been photoshopped," says renowned author and speaker Jean Kilbourne. The women we see in our daily advertisements undergo long hours of makeup sessions and digital manipulations that alter their image and make it unreal. People in our culture do not realize this and believe that what they are shown is real when in reality it has undergone many refinements to reach the point of what we call “perfection”. Due to unfamiliarity with the subject, women are led to believe that there is something wrong with their physical appearance, which produces a feeling of rejection and a need to...... middle of paper ......Journal Of Food & Nutrition Sciences 63.3 (2013): 133-146. Academic research completed. Internet. March 1, 2014. Chacón Gordillo, Pedro. “The woman as a sexual object in advertising.” Communications 16.31 (2008): 403-409. Academic research completed. Web, February 28, 2014. Fogliasso, Christine E. and Esther Muthoni Thuo. “How Changing Social Values ​​Are Reflected in Consumer Product Advertising.” World Journal 2013.1 (2013): 28-40. Academic research completed. February 28, 2014. Griffin, J and EM Berry. “A sacred anorexia of modern times? Religious language in advertising and anorexia nervosa in the West. " European Journal Of Clinical Nutrition 57.1 (2003): 43. Academic research completed. Web. February 28, 2014. Jhally, Sut, Jean Kilbourne and David Rabinovitz. Killing Us Softly 4: The Image of Women in Advertising Northampton, MA: Media Education Foundation., 2010.