For two things in this world to be entirely equal, both things would have to be the same. This should be inevitable; However, men and women are not the same. The two men have many physical and psychological differences that set them apart. Many would even go so far as to call them opposites. Are they really that different? Are we born with these traits that set us apart from the opposite sex, or are we too influenced by society into thinking that each gender is supposed to act a certain way? Like anything, there is a happy medium. Advertising is a common place where we tend to see dramatic differences between men and women. Advertising reinforces stereotypes about men and women and plays a very impressive role in gender beliefs in society (Paek 2011). Gender is represented in advertising today by current popular culture which shapes the ideals and images we place on specific genders. There is no denying that men and women are portrayed differently in advertising and this is partly due to the objectification of women. The “women’s movement” played a very important role in important social developments of the second half of the 21st century (Artz 1991). It was a time when women saw themselves as objectified and wanted to do something. They began to question women's rights and strived to be seen as equal to the opposite sex in the eyes of the world (Sun 2010). This social and psychological movement, born in the 1960s, constituted a vital springboard for women since the year 1975 was even named “International Women’s Year” (Artz 1991). The women's movement assimilating more women into the workforce significantly changed the way women were portrayed in advertisements...... middle of article...... "A meta-analysis of the roles of Gender in Advertising", Academy of Marketing Scientific Journal, Vol. 38, no. 4: 418-440. Gould, S. (1987). “Gender Differences in Advertising Response and Self-Awareness Variables,” Sex Roles, Vol. 16, n°5-6: 215-225. Paek, H. (2011). “Examining Representations of Gender Roles in Television Advertising in Seven Countries,” Sex Roles, Vol. 64, n° 3-4: 192-207. Peirce, K. (2001). “What if the Energizer Bunny was a woman?” Importance of gender in perceptions of advertising spokesperson effectiveness, Sex Roles, Vol. 45, no. 11-12: 845-858. Sun, Y. (2010). “Do men and women think the same way? An Empirical Investigation of Gender Differences in Web Advertising Evaluation,” Computers in Human Behavior, Vol. 26, no. 6: 1614-1624. Vinacke, US (1957). Stereotypes as social concepts. Journal of Social Psychology, 46, 229–243.