A huge component of advertisement deals with the advancement of products in a sense that determines the “perfect” body image. Society alongside with media is congested with beauty ads that affect women emotionally and physically. In Antigone Kyrousi’s article “Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective,” he studies how these ads are positively and negatively affecting women today. Furthermore, Kyrousi states, “…the present paper proposes that women’s attitudes toward such ads are underlined by the evolved context-sensitive mechanism or intrasexual competition” (Kyrousi, 2016). This presents how pictures of women within the media and ads alike affect the way women perceive themselves and encourage them to be better, washing their minds to make it seem like they aren’t perfect yet. These idealized pictures and advertisements of products and women make consumers feel the need to seek for an attainable purpose of beauty.