The following advertisements promote new desires and new cultural mythologies towards our society. The older desires are still evident because they are used in nature differently, but now new desires are emerging. These new desires include the power and freedom of women, a new rugged view of sex and sexuality, extreme risk, and strangely enough truth has been a new evident trend.
             The largest new trend or desire of our society pertains women and the new role they have in our society. In today's world women have a more prominent social standing. They are now stronger characters, and are viewed as being more independent and sophisticated. The women of today have a new freedom. This has not happened until recently. The world today is no longer a man's world; they are no longer portrayed just as housewives or sex objects. The women of today are shown as not just being beautiful, but successful and powerful at the same time. It is a desire of all women to posses power, to feel strong, and yet still express their sexuality. This change is evident in our advertisements. These advertisements promote these new desires of women.
             Individuality is a desire that is related with the new role of women and also their sexuality. The women of today want to differentiate themselves from the housewives they were portrayed as in the past. In the Winston cigarette advertisement the following caption is displayed, "Until I find a real man, I'll take a real smoke." This advertisement illustrates the point that women have a new stronger role in our society. The woman in the ad still expresses her sexuality, but it is used in a different nature then it was in the past. Now the woman is declaring her power. A contributor to the desire of women to have power and be strong is the rise in popularity of women's sports. In the Adidas advertisement it contains a timeline highlighting the struggles of women in sports and again shows t...