Gender is a socially constructed ideal, where the main purpose is to associate ones physical and behavioral characteristics with either being male or female. The issue is not with gender itself, but with the restrictions that gender puts on an individual and the fact that gender becomes something that the individual must strive to emulate. This ideal is used in advertisements, mainly because it is prominent and apparent in society. Advertisement agencies, such as Secret, manipulate this ideal to ensure the success of their product to the desired audience. Due to the fact that the advertisement agencies, through the use of print ads, further the restrictions of gender, they also further construct and communicate the gender norms and expectations
