Finding a simple or concrete definition of gender may be almost impossible. Gender roles are what men and women learn and internalize as the way they should act. These roles are commonly considered natural rather than a cultural construction. Gender is thought to arise from sex, rather than being a matter of what culture does with sex. This theory is widely and exhaustively debated, according to Wood “Sex is based on biology; Gender is socially and psychologically constructed” (Wood 19). This statement suggests that the discourses and ideologies of culture shape the complexities of gender and gender roles. It's easy to say that girls are made of sugar and spice and everything nice and that boys are made of scissors and snails and puppy dog ​​tails, but it's actually more complicated. To understand gender, you need to understand the distinction between sex and gender. Sex is defined by the physical body and is characterized by the initial biological structure from birth. The characteristics of every male or female body may be different but the tricks are the same. According to Wood, however, gender is unstable; it is a category or means through which we understand the body. The ideologies and discourses of the culture around us make sense of the body and determine our gender in multiple ways. It gives us a social, political, symbolic and economic understanding of our bodies and how they are similar and dissimilar to other bodies. Because culture is a living entity and is continually progressing, it allows gender roles the ability to change with culture. The idea of ​​what a woman should be and how and what she can do has changed. Women are now able to do things like vote and support their families in our modern culture when in the past this was thought to be inconsistent with gender expected behaviors. Cultures also vary greatly from each other and therefore so does the idea of ​​gender around the world. Considering the evolution of what is considered acceptable gender behavior across cultures, it is reasonable to conclude that gender is neither based nor found in nature, but is rather constructed by its inhabitants. We are surrounded by ideologies and discursive examples that suggest how men and women should act and how they should appear in relation to each other. This… medium… that you are so used to seeing the woman on display is what makes this ad so subversive. When you realize that the person on the screen is a man you are surprised by an image so far from the norm. The culture is not normally put in a position to view a man in a sexual way. When someone is seen in a sexual way it can give a sense of power to the viewer, as if the person being seen is just a piece of meat. Seeing Joe Namath posing in tights changes the power roles, he is now shown in a sexual way rather than as a woman. Namath's advert is based on the deeply ingrained and prescribed values ​​associated with each gender, and without the almost universal understanding of the masculine. and female roles, advertising would cease to make sense. The intensity of advertising is given by the shift in character, gender, biological sex. When the commercial starts from Namath's (the model's) toes, the stage is set for another image-enhancing commercial for a female product, but when Namath's face appears on camera as the product's main and only spokesperson there is an initial sense of shock and surprise that makes the message of the commercial and the viewer's cognitions converge and merge.