Not only will this impact a young woman's self-esteem, but it will also cause depression and dissatisfaction with her own body (Kawecki, A. 2010, p. 24), to the point that she is never good enough, even when she is older, but this can also cause ageism against older people or even women who have chosen not to fight against the aging process. T. Calasanti describes anti-aging advertisements by stating that "although apparent ageism in anti-aging advertisements can be, and is, combatted, the depictions remain powerful forces shaping the exclusion of older people" (p 339). Conclusion Anti-aging advertisements like Oil of Olay's Regenerate line can make women aware of the products available to them today. However, between the psychological harm it can cause to young women and their self-esteem and the risk of ageism towards older women, the ads do more harm than good. If advertisers chose not to target only women whose advertising was aimed at men, they would not only reduce the harm to women and open the market to men.