In the advertising community, the variety of words and the type of language used by the advertiser differs depending on whether the target audience is male or female. Likewise, the beauty and fashion industry abuses language using a sexist and impractical dialect to create an unrealistic and impractical appearance expectation for women everywhere. “The swimsuit of your dreams inside!”, “Perfect summer skin! Soft, bright and pimple-free!” and “Discover the secret to beautiful hair!” are all examples of how advertisers set high, unattainable images and expectations for women by using words that promise the unattainable. More than images, actions or sounds, the language of an ad is used as a tool to target different genres. It is questionable whether or not gender-targeted ads are successful and whether this tactic is profitable, considering the controversy and offense it entails. causes. Sometimes, this strategy is successful, but it must be done in a non-offensive manner to attract the desired audience. If the viewer of the ad is upset or hurt by anything said or done in the ad, it is safe to say that they will not spend their money on the advertised product. Women tend to be offended by the way they are portrayed in ads, more so than men, although that's not to say that men aren't insulted by the way they are portrayed in the advertising community. “Beer-babe-and-bimbo” ads aimed at men offend women everywhere and perhaps even cause them to stop their male partners from wasting money on the “sexist product.” Take the Mr. Clean ad for example, which reads, "This Mother's Day, get back to the work that really matters" and shows a woman happily cleaning. ...... middle of paper ......r the bachelor meant “Mr Brain's Pork Flakes”, even though these two items are more or less the same thing. Products marked "low calorie" or "healthy" on their packaging are more likely to be seen in a woman's cart than in a man's, and any promise of expert advice is likely to attract a female, but it means next to nothing to a male. A less obvious example of cross-gender advertising is Diet Coke vs. Coke Zero. When Coca-Cola Zero was launched in 2005, few people stopped to think about why Coca-Cola would launch an entirely new line of drinks identical to Diet Coke. The only thing different between these two products are the names and the packaging they came in. Apparently, this product was created to increase sales for the Coca Cola company, because men supposedly avoid purchasing items with the word diet on it because it implies