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Historically, women have been marginalized and underrepresented in many regions of the mass media, many predominately advertising. Billions of dollars annually are allocated for companies in marketing schemes and advertising. They include subliminal messages, which most likely are geared directly at a specific gender. With society becoming more aware of the influence of the mass media, and vulnerability increasing, inaccurate perspectives of gender continue to twist reality by shifting viewer perception. These sex stereotypes, both visible and invisible, want to stop the casting of girls in conventional and poor roles, and start putting them in equal roles comparable to that of the male counterparts. If one thinks of those decades of feminist freedom, there is a clear level of appreciation. From the past 40 years that the roles of women have changed dramatically, thanks partly to activists, lobbyists, and girls everywhere. But, there's a clear need for change in the world of advertising. As one of the largest media outlets, it connects to millions of girls every day, most being young women. In being our next generation, the concept of equality in sex has to be instilled early to counteract the stereotypes of the media. Based on Jean Kilbourne within her novel, Deadly Persuasion, the media has "made possible a sort of federal peer pressure which erodes private and personal values and criteria" (Kilbourne, 1999: 129). These new values are ruining a young lady's authentic self, in a sense she's selling herself to the media's stereotype. Girls have become objectified in advertising at a really young age. Take for example, Mattel's world of Barbie and friends. Since her development in the late 1950's Barbie has become.