In the context of the modern world where new media platforms are increasingly being introduced, the advertisement is a crucial element, which defines the perception of society, including gender perception. Feminist movements have seen remarkable progress in the fight for gender equity in different fields, yet digitized advertisements continue to portray women in a stereotypically limited capacity. This essay will discuss the portrayal of women in Web 2.0 advertisements and whether these advertisements support or subvert gender roles. In this essay, I will claim that although there are signs of change toward the more positive portrayal of women, many digital ads still maintain the conventional gender norms, sexualize women and perpetuate unrealistic beauty standards.