In 2001, a handful of magazines agreed to run an advertisement for Lycos, a search engine and website, as part of a campaign with the tagline, "Whatever you're into, dig into it deeper on Lycos." One of the ads promotes online shopping by showing a woman in a hospital bed about to deliver a baby. She is lying in an operating room, surrounded by medical personnel, positioned with her legs spread away from the reader and with a laptop computer resting on her stomach. She is intently eyeing the computer screen, presumably shopping, while an obstetrician stands between her legs, waiting for the arrival of the infant. As with other advertisements in the series, the caption reads, "Whatever you're into, dig into it deeper on Lycos." This advertisement appeared both in print and on a billboard in New York's Times Square.

1		The advertisement was clearly unrealistic, but was it also distasteful? Why or why not?
2		Apply some of the tools for understanding media from Chapter 10. Whose point of view is reflected? Whose is left out?
3		How are we likely to feel about the woman on the table?
4		Is the image disrespectful of an individual or group of people?
5		What are the underlying values reflected?