The article deals with the gender factor and questions the wisdom of the advertiser in continuing with the traditional image of the women and in the objectification of this gender by typecasting the stereotypical portrayal of the second sex. However, with the recent wave of consciousness and women emancipation, portrayal of gender stereotypes have reversed in progressive advertisements. This reflects on the improving status of women in the society. The modern intellectual independent woman is being constructed by media agencies.

…the beauty myth isn't good for men or women. It prevents (men) from actually seeing women...in suggesting a vision in place of a woman, it has a numbing effect, reducing all sense but the visual.

Gender representation is a central feature of advertising and the portrayal of men and women in advertising is a reflection of the long-existing unequal relationship of domination and subordination between the two sexes. Advertising and the structuring of gender and women's image are essentially consistent with each other as one of the significant tools that mirror socio-cultural values. Advertising is a reflection of the gender equation of a particular society. Interpretations of gender are represented and reinvented in accordance with the social and cultural changes in the society. While women have been for long the most marginalized section of the society, advertising trends have reiterated and further reinforced the already well-entrenched prejudices and practices that women suffer from. Not only that, it has failed to recognize the changes in gender equations evolving over the years and the offensive representations of women in advertisements further strengthen an undesirable gender hierarchy.

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