Pretty Woman is a modern version of the classic Cinderella story where a poor, lost girl meets her prince and her life is radically changed. This film has fairy tale elements, but the most important element of the film is the use of sex; Vivian, the main character, is a prostitute. She meets her “prince” and is swept away, but what that really means is that she is bought off for an entire week by a handsome, wealthy businessman. One might assume he was buying her for sex, but this is no ordinary transaction between prostitutes. This film contains many third wave feminist ideals. Third wave feminism is about using female gender and sexuality to advance the cause and represent their views. The ultimate goal of this article is to show that Vivian Ward (played by Julia Roberts) is the poster child for third wave feminism. Twenty-one minutes into the film, we see a slightly awkward scene where Vivian is talking to her "prince" and holding a plethora of condoms; she states: “I had red, yellow, green and blue, and for the special man, silver and gold coins – the condoms of champions.” He looks at her slightly stunned, because he feels so strange for hiring a whore. They have a few more exchanges and become less awkward as the film progresses. Attitudes toward women have changed dramatically since 1990, when this film was released; you will however find some men who still have the attitude that women were put on this earth for their pleasure. In the early 90s, women were hyper-sexualized and seen as pawns in a game. MTV aired music videos featuring scantily clad women, which was considered extremely scandalous at the time. The 90s were also an era of growth, liberalization and sex... middle of paper... unscrewed: the co-opted feminism of Pretty Woman. " Journal of Popular Film and Television 195605th Series 19.1 (1991): 1-8. EBSCO HOST. Web. February 17, 2014. Madison, D. Soyini. “Pretty Woman Through the Triple Lens of the Black Feminist Spectator.” From Mouse at the mermaid: the politics of cinema, gender and culture: Indiana UP, 1995. Print.Pretty Woman Dir Garry Richard Gere, Julia Roberts and Ralph Buena Vista Pictures., 1990. Smith, Claude J. ., Jr. "Body and. Spirits for sale: prostitution at the pretty woman's house and indecent proposition. "Studies in Popular Culture (1998): 91-99. Web.Twenge, Jean M. "Attitudes toward women, 1970-1996: a meta-analysis. " Psychology of Women Quarterly 21 (1999): 35-51. Print. Winn, J. Emmett. “Investigating the American Dream in Pretty Woman.” Journal of American Studies of Turkey 19 (2004): Web..