Men and women see themselves differently, and both men and women are concerned about how others see them. This leads both sexes to become increasingly conscientious about what they eat, how much they eat and how often they should exercise. Often both have difficulty making these changes, so they look for an easy way to see the desired results. Advertising agencies have noticed this stigma and have taken advantage of both genders' insecurities regarding self-image. This can be seen in the Hydroxycut advertisement from 2008 and the SuperPump 250 advertisement from 2010. These two advertisements highlight the benefits of the products while identifying consumer insecurities. While there are similarities between the two sexes' concerns about self-image, ultimately men tend to want a more muscular appearance while women typically just want to lose weight and appear slim. The ad for Hydroxycut features an attractive woman for this product, who claims it is "The #1 weight loss supplement in the Americas." The setting is on a tropical beach and the woman is standing on the sand near the ocean wearing a red two-piece bikini. There is a quote that says “I lost 39 pounds. Quick with Hydroxycut!” Below is testimony from Gillian Risebury of Collinsville, Illinois on the effectiveness of the product. She says that before taking the product she felt unhappy and uncomfortable wearing a bikini, but after seeing the effectiveness of Hydroxycut on other users she decided to try it. After taking this supplement he reported losing 39 pounds and seven inches from his waist in 13 weeks. He says it's proof of the product's effectiveness and he now feels comfortable on the beach and at pool parties. Moving down the page there is a before and after photo of her showing her significant pr......in the center of the paper......the person in question, when in reality the person may appear fat or small , but I don't want to reveal these insecurities to them. In a country marked by obesity and a plethora of fast food chains, people are looking for the easiest way out of the path to being overweight. They want these results quickly and if they don't see them they abandon. Advertising agencies and multi-million dollar organizations take full advantage of these people and turn them into a business. Although men and women have different views of themselves, companies know how to market items to each gender, leading to distorted views of self-image. For Americans, conforming and adhering to standards is a way of life and purchasing similar products based on superficial advertising is normal. This is why advertising is such a lucrative and dark industry that dictates culture and distorts perceptions of self-image.