According to Zayer and Coleman (2015), there are three institutional pillars in advertising, and these pillars potentially influence how men and women are represented in the media. In the media, women are generally seen as vulnerable while men are in a position of power. But Zayer and Coleman found that in the media, both men and women feel vulnerable, unable to live up to society's expectations. The research was conducted through a series of interviews, focus groups and field observations. The data was collected in two rounds, the first round was done at a large advertising agency where someone worked there (attended meetings and such), interviewed some workers and created focus groups (Zayer & Coleman, 2015). The second set of data was collected from several advertising agencies in the United States and abroad, and found that they were more ethnically diverse (Zayer and Coleman, 2015). Zayer and Coleman (2015) found that some believed the media did not portray men or women negatively or that it deflected personal responsibility and placed it on the network itself. This article shows how men and women are affected in the media, which relates to the theme of traditional gender roles and media influence.