Genders in Media

Recently while studying the issues that commonly arise between the two different genders I've learnt about a lot of the subtle ways in which men and women 'battle' with each other. Ways as simple as body language and minor behavioral qualities. But as I've studied this topic more and more I've started to notice how out in the open it really is. It's pretty much every where that we go. From massive billboards to the news.
          In a lot of articles I've read recently on this topic that are written by women, there is this idea that men are holding back and objectifying women in this almost 'sneaky' way. In my opinion from what I've noticed recently, it really isn't that 'sneaky'.  Like the book 'The Beauty Myth' by Naomi Wolf, I agree that the main reason that this issue has come out in the open recently is through advertising. People know that sex makes money and wiling to go above and beyond in what is considered 'appropriate' to make even more. When people of older generations attack newer generations for 'lacking morals', they really putting blame on themselves for allowing money to become more important than their so called morals.
          It has even become the case that places where money shouldn't be a major factor has embraced this ideal. Maybe news stations have become a less honest place in the last few decades or so, but the reason female news anchors, weather girls etc. are forced to look better and 'sexier' than there male counterparts is because advertisers have overridden us with sex and 'sexiness' being linked to success and money. It's why, there a far larger proportion of successful, famous, 'unattractive' male actors to 'attractive' male actors than there are with actresses. Why more often than not you'll find movies have given 'attractive' famous actresses token roles to boost audience ratings and very rarely do the same with male actors. Directors and advertisers equally link a movies 'sexiness appeal' to it's future success, yet only one of these people can be blamed for this type of thinking.
        This isn't a happy accident advertisers have stumbled upon. They know they're doing it. Why wouldn't they do this? As long as advertisers have the legal rights to use sex to sell products that may have nothing to do with sex and as long as this continues to make them money then we can't expect them to have a sudden moral turn around.