It makes me uncomfortable to see ads like the ones you have in your article. And I definitely agree about the hegemonic ideology about gender stereotypes and how women are typically seen as weaker than men. But it’s not just women who are portrayed in mass media as sex objects — just look at Neil Patrick Harris on the cover of Rolling Stone. http://www.rollingstone.com/movies/news/neil-patrick-harris-is-naked-on-the-new-cover-of-rolling-stone-20140507
I think to some extent, it’s OK that sex sells. We are allowed to recognize that the women in the ads you showed are gorgeous and that NPH is an attractive human being. And I don’t think it’s bad for people to use their appearance to advocate for causes. We just have to figure out a better way to celebrate beauty and sexuality without establishing unequal representation and power roles in ads.