Thereby, these ads convince the consumers to buy that particular product so as to discernibly project their self image as an affiliate of the projected idealized person-type. Simply speaking, if advertisers do happen to contrive and popularize idealized notions of self identity, there is nothing wrong with it. Practically, all creative art forms directly or indirectly try to aspire for an idealized version of the subjects they focus on. However, the sad thing is that self identity image ads are not that innocent or innocuous. Advertising may be an art form, but it is an art form that always has concrete commercial objectives and goals. In a generalized context, not all self identity image ads may be unethical. However, a major proportion of the self identity image ads are unethical in the sense that they tend to exploit the recidivist and conservative values, notions and aspirations pertaining to gender, race and class, to play on the innate fears, anxieties and concerns of the targeted consumers (Danesi, 2008, p. 148). They take advantage of the fact that not all viewers do have the analytical insight and critical knowledge to be able to see through the psychological manipulation they resort to. The irony is that even some of the seemingly progressive brands do resort to conservative notions of gender, race and class, to play on the emotions, fears and anxieties of the potential consumers. They rely on the power that traditional symbols and motifs pertaining to gender, class and race do command, to psychologically coerce their target consumers. This is indeed utterly unethical, immoral and highly deplorable.
Even in the current times when the traditional gender roles are undergoing much change, it is a fact that a considerable proportion of populations in both the developed and developing societies does carry patriarchal notions of gender identity and gender roles (Wolf, 2002, p. 11).