Yet a scan of Advert Age’s High one hundred campaigns reveal simply how few adverts are geared towards women, suggesting they may not take priority in an advertiser’s thoughts. Such an oversight might show to be a huge mistake; more girls have taken on the position of financial mastermind of their households, controlling how 88 cents of every disposable dollar is spent [source: Crawford]. And within the few adverts aimed at ladies, advertisers have proven woefully inadequate. A 2004 survey revealed that ladies-oriented advertising usually appeared patronizing or offensive to feminine viewers [source: Crawford]. Advertisers too usually fall back on gender stereotypes than on clever, distinctive approaches to a product.
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