With the aesthetic norms being mixed, and with the ease of transference of the various aesthetic values, it seems logical that one image is bound to feel superior to another.
Why does it happen so? International companies pursuit the goal of making greater profit while minimizing efforts and costs, they usually design their product in a way that it can be distributed worldwide, or at least in such a large market range where they have more than one cultural and aesthetic understanding. In other words, they create a company image or a particular campaign, that would be valued and understood if not globally, then at least in more than just one cultural area.
Sinead McIntyre wrote a blog post on http://imonomy.com, where she disscused visual discrimination in advertising and gave solutions how to deal with it.
She explained origins of that discrimination, mentioned importance of languages, and images in campaigns, also called to more diversity , saying:
If you are seeking to cover more diverse demographics, then it’s in your best interest to include as many languages, texts, and images as possible, in order avoid exclusion. After all, advertising is about making goals, messages, and ideas made known to the public, so what better way to reach out than to be as inclusive as possible?
(McIntyre, 2015)
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References:
Allen, K. (2016, March 07). Gender pay gap: Women earn £300,000 less than men over working life. Retrieved April 30, 2016, from http://www.theguardian.com/money/2016/mar/07/gender-pay-gap-uk-women-earn-300000-less-men-lifetime
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