Ads focus on physical attractiveness, which contributes to men and women having a negative perception of their bodies. Advertising across a wider range of media is becoming a common form of showcasing slim and fit models on screen and in print and for this reason is causing many problems in society that affect emotional and physical well-being. These people are exposed to fashion advertising although all types of media have an increasing desire to achieve "the ideal look". One interviewee said: “Since I was young I have always felt this way. Seeing those people on magazine covers, on TV, in videos, basically everywhere there was someone who was super skinny and it made me feel uncomfortable about my body." By the time a woman reaches 17 she has been exposed to approximately 250,000 advertisements in the media, almost all related to beauty and the body. The average woman sees 400 – 600 advertisements a day, including all types of advertisements in fashion, television and