Over time, the exploitation of stereotypes has increased more than ever, and the media has a lot to do with it. This can not only affect an individual, but also attack certain social groups categorized according to simple characteristics described by the press. The media today abuses the power of stereotypes in order to build a favorable reputation. Why might these individuals of different races, genders, or ages be classified into one general group? The advertisement that serves as a clear example was created in the United States in 1952 by the Joseph Schlitz Brewing Company. The ad they launched in 1952 is the perfect example that portrays women as emotionally unstable, trapped and completely incapable of facing dilemmas without their emotions getting in the way. Such advertisements show the weakness of women compared to the strength of men. Women are housewives and one of their only occupations is buying and cooking food; this is the major role of women in society. The stereotype still persists in today's society because women have conformed to the image of the housewife long before media was even available. After the media conquered the world, the stereotype was even more present and weakened women who ultimately wanted to emancipate themselves in a certain way. By analyzing the text implied in the advertisement, the stereotype is reinforced more than ever. As the man said, it says "You didn't burn the Schlitz anyway!" » and he also calls her “sweetheart”. This is mainly used as a word of endearment, but in this case it relates to the woman as trying to show her weak mentality and that she needs to be comforted. In addition to this, the company states: "There is hope... middle of paper... her. This leads to the stereotype that women are always fragile and their emotions take over, making them weaker than men after all. In conclusion, we can see how anything presented in an advertisement can actually have an impact on people. Even though the company's goal was to sell their product, the way they delivered the message to people also reinforces the stereotype. Thus, the media today abuse the power of stereotypes in order to build a favorable reputation. Everything they present in the ad, from the symbolism to the characters' lifestyles, race, age and gender, has the effect of reinforcing the stereotype. In this case, women are seen as emotionally exhausted, weak and incapable, although nowadays this characterization is trying to be broken because women are much more than that and can actually achieve greater things..