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If we´re talking about morals and ethics, I personally don´t think that it´s right.  Yes, from what some claimed, the models agreed to do this so it´s not really objectification to them if they give consent but there´s been too much of them that it is actually shaping what women and men think of themselves. The expectations are sometimes not sensible for all girls and boys to follow.  There´s also the argument that if the women want to show their bodies, that´s their right and stop the shaming and yes, I agree they can wear whatever they want but it´s the problem that most of the ads objectify women as merely sexual objects that only exist to please men.

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Based on what we learned, the pictures do control what we think is normal such as this picture below, when the teacher was asking about the E.R.O.T.I.C, most of us didn't´t include eroticism of violence and I was also a person who didn't put it as violence straight away because in our minds, we think that it´s normal.

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When men sees it, especially younger ones, their mind would be shaped to think that it´s okay to treat women that way.
When women sees it, their self esteem is lowered because they feel as if they should follow what the society deems as normal.
Of course it´s not every men or women who feels this which brings the point that it brings the stereotype that all men thinks of women this way which creates tension between the two genders.

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We humans will believe an idea once it´s been shown repetitively. Especially if media influences such as celebrities portray an image which will be followed by their fans.

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69% of girls in one study said that magazine models influence their idea of the perfect body shape,12 and the pervasive acceptance of this unrealistic body type creates an impractical standard for the majority of women.

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Sex in ads is basically when an advertisement in any form, whether it is a billboard, a video or any ad, uses sex innuendos to attract attention for a higher publicity.  It can be an insinuation with use of objects like the ad below or a direct human to human interaction like on the right.