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With respect to sexual aspects, women are frequently depicted as young, beautiful, sexy and submissive while men are portrayed as sexually active and progressive in numerous advertisements. Indeed, women are aware of their responsibilities, such as cooking, cleaning and caring for their families as mothers, yet they still have a great longing for beauty, youngness and sexiness as women. For example, a Soft&Dri deodorant advertisemnt tagline says "When you feel soft and dry all day. What will that make him? Make him sweat." There is a strong sense of gender ideology in our culture about women being submissive to men, and as a consequence, it is not unusual to find cases about women being sexually desirable and attractive to men in contemporary advertising.
On the other hand, men are often portrayed as sexually dominant and active in advertisements targeted primarily for male consumers. For instance, a photograph advertisement with a word saying "I do" repeatedly, along with a cheeful looking old man surrounded by a plenty of beautiful and young women presents men's powerful desire for polygyny.
So It seems that our gender ideology in advertising shows that women are continuously related with submissiveness while men are related with sexual prowess representing masculinity.We must realized that there is a thick borderline between women's sphere and men's sphere in comtemporary advertising.