Since the advent of advertising, women have been sexualized and used in advertising to convey a variety of messages. These messages can be extremely provocative, be valued and seen as inferior to men, or be expected to be a housewife because "that's what women should be and are good at." The impact of this ad on women is quite horrific. This causes women to feel uncomfortable sexually and also causes them to feel oppressed. This causes women to have an even more negative self-image and also to think about their place in society, as they are constantly seen as inferior to men. The effects of this situation play a crucial role as it can impact women throughout their lives.