We have seen a diversion from our traditional female ad roles of the past - sex sells sexy, girl stereotypes sell "girl" toys. I've heard two words to describe this movement: femvertising and Empowerment. For me, the word femvertising brings up visions of women marching for the right to vote but Empowerment brings up a strong vision AND emotional tug of a strong female who challenges and who can beat all inequalities.
Empowering Advertising is profitably challenging gender norms and we are seeing more and more companies selling their brands and products through the empowerment of women. Think Dove and one of my favorites,