These specific ads target certain gender groups and therefore, in turn, generalize the gender as a whole. Cooking ads are an ideal model to prove my point. Grilling commercials and magazine ads exclusively feature men. Reinforcing the stereotype that women can't grill and that grilling is a specifically male role. Conversely, family cooking advertisements exclusively feature women preparing the meal. Thus forcing the stereotype that women cook meals and spend more in the kitchen than their male partner. In Claude M. Steele's essay entitled An Introduction: At the Root of Identity, he goes on to state that "we do not like to think that the conditions related to our social identities have much to say in our lives." He's absolutely right. We Americans don't like to think or like to believe that our gender or any other factor affects our social life and our status in this country. But we are exposed to these factors every day in councils and no one does anything about it. We help advertising reinforce stereotypes we don't agree with. These advertisements' use of targeting helps generalize groups of people and genders. To reinforce this idea take a look at the ads for the military. You see exclusively males participating in a fight. They are specifically targeting young males to join them