women in the media. In the article entitled "Sexual Images of Women to Sell Products – 'Fascism' and 'Bodyism'. Zarchifoff used the words from the study by Dodd et at (1989). The terms were actually coined by Archer, Kimes, and Barrios (1978). The term "fascism" refers to the findings of photos analysis by archer, Iritani, Kimes, and Barios (1983), which showed that 65% of male photos from magazines and newspapers of the day focused on the man's face. Where as a women's face was the main focus only 45% of the time. They concluded that male photos indicated "intellect and personality", and female photos indicated "general attractiveness and figures". The advertising industry is the world of perception. It is this perception that is causing the international health problem of women. Fifty years ago, before the feminist movement, the role of women in advertising was that of being the wife and homemaker. The man was the breadwinner. The women kept the household together. She was the caregiver and the loyal partner in the marriage. She was responsible for keeping the children fed, the house clean and providing a partnership in handling life's smaller problems. Larger problems were left to the male. The physical image of the
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