Gender roles are dependent on the culture and history of the society that they are part of. While most cultures express two genders, some express more. Androgyny , for example, has been proposed as a third gender.  Other societies have been claimed to have more than five genders,  and some non-Western ones have three genders – man , woman and third gender .  Gender expression refers to the external manifestation of one's gender identity , through "masculine," "feminine," or gender-variant or gender neutral behavior, clothing, hairstyles, or body characteristics. 
As these images become increasingly prevalent in the media, men become afraid of Richard Simmons workouts and his short shorts, and women become afraid of bodybuilding and continue to starve themselves to fit Wolf’s “Beauty Myth.” More than ever, people in America are coming out while others are doing everything they can to prove they are heterosexual. So, is the media trying to tell us it’s okay to be gay and paving the way for the homosexuality boom that is taking place, or is this just an attempt to finally loosen us up and help us realize that men don’t have to be Rambo and women don’t have to be supermodels? We have yet to find out through further advertisements.