Why does gender-directed advertising exist?

The number of companies using the same techniques to grab the attention of consumers is flawed. Is Proctor and Gamble giving society a message about our personifications? Why is it determined for us where the male and female roles stand in a domesticated household? Trying to persuade the male or female audience by using a woman to clean the floor with a stick is a misleading ertion. “When it comes to making advertising decisions, a careful, fact-based scrutiny of the dynamic details of how consumers are feeling, thinking, processing, and behaving is essential in forming effective advertising solutions (Darley and Smith, 1995)”. Are they really considering what we are feeling, thinking, processing or how we are behaving as consumers? Or are we victims of being stereotyped by society?