In a visual society like ours, the structures of how we represent gender is integral to how we view ourselves and each other. As Jhally stated in Image-Based Culture: Advertising and Popular Culture, "It is because these conventions of gender display are so easily recognized by the audience that they figure so prominently in the image-system. Also, images having to do with gender strike at the core of individual identity; our understanding of ourselves as either male or female (socially defined within this society at this time) is central to our understanding of who we are" (p. 81).
Advertising uses "cultural norms" as a paradigm when imagining ads or marketing campaigns. If advertising is to be effective it needs to resonate with an audience. How can advertising work to change culture and society if it is using the same paradigms to do so?
Here are some examples of how gender is used in interesting ways to break up demographics and target audiences for good causes:
Do these help change society or do they only promote the status quo of gender representation?