and are often sexualized with minimal clothing and sexualized roles. For example, a 2010 content analysis of video games found that "41% of female characters wore revealing clothing and an equal number were partially or totally nude," whereas the male characters were not. In media platforms such as television and video games, women tend to be underrepresented. In video games, women are often depicted as characters in need of assistance or in positions that are either submissive or helpful. More than 80% of female characters in video game magazines are objectified, under dressed, or observed with charm; more than a fifth fall into all three categories. However, sexualization is not the only stereotypical way in which women are represented in the media. In advertisement, celebrity endorsement of products are thought to be especially effective if the celebrity is a physically attractive woman, as the attractiveness is thought to transfer to the brand's image and studies have shown that audiences respond better to female endorsements. The idea of sexualization is to give something a sexual role. In the media sexualization gets advertised by companies that are trying to promote something or someone. They don't always promote the equality in gender when they are advertised though it may seem like they do. The sexualization in advertisements may matter to some people but others it may not. "Women showed lower product attractiveness and purchase intentions toward products presented with sexualized female models than with neutral ads, whereas men were unaffected by ads’ sexualization." Studies have shown that men are less likely to buy something based on the sexualization of the advertisement. The women on the other hand based their purchases off of how the ad was presented whether it was showing sexualization or not showing it at all. Some men would purchase products based on the sexualization and how the product was presented with women in it. "Especially men with higher hostile sexism showed more purchase intentions after viewing female sexualized ads than neutral ads." Whereas women would not buy those products due to negative emotions toward the products that advertise the sexualization. It definitely has an impact on the way that women view each other after seeing the ads. "The ideal female beauty is the fit, young, and thin women that is seen in the media and on tv. Media effects research has confirmed that sexualizing media exposure can negatively affect preteens’