When it comes to constructing an alternative form of advertising, I think the concept is fairly simple: stay away from the male gaze of superficiality and stereotypical views of women and focus on something other than the physical appearance.
But when I view advertising as a creator and not as a consumer, it's clear that the male gaze is an effective marketing method of advertising. Tap into the insecurities of women about their looks and you will sell products. I believe that it is going to be difficult to create an effective alternative to the current system of advertising.
However, if I were creating a system of alternative system of advertising, I would focus on aspects of the human self in a more positive and self assuring light.

Character, morality, and personality are far more significant aspects of the self than personal appearance. And as an advertiser, I would focus on the personality of the person and not the physical appearance.