Youth and beauty are glorified and the signs of aging are negatively stigmatized. Youth is valued in society, and once individuals can no longer pass for young, ageism becomes perceptible. Women are targeted in anti-aging advertisements, such as the product Ultra Move Free which promotes joint health. The advert features two women, a brunette in her thirties and a white-haired woman in her sixties. The brunette is shown using the electric stairs, while the older women are shown using the stairs promoting their product aimed at older women who may suffer from discomfort in their joints, cartilage or bones . The product slogan is "go forward", which illustrates the desire of consumers. In the article “Bodacious Berry, Potency Wood and the Aging Monster: Gender and Age Relations in Anti-Aging Ads,” examines how ageism works and why. Calasanti analyzes how age discrimination is presented on websites and how individuals are blamed for their own aging in society when she states: “If you don't do the right thing, you are responsible. Products and services are promoted on the premise that we need to get rid of old age and, by extension, move away from the “old”. If you can “stop the aging monster in its tracks, then not using products and services means you deserve to be excluded” (343). People who display symbols of aging are labeled “old” and deserve to be excluded unless they spend time, money, and effort to not appear “old.” People inevitably age, and no anti-aging product or money can stop this natural phenomenon..