gender roles in moderen advertisments

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Commercials on television tend to portray stereotypical roles of gender. ³The effect of television imagery can be particularly consequential in modern industrial societies like the United States, where 98% of households have at least one television set and the average American watches over 30 hours of television each week²(Coltrone, Adams 1997, 325). These images do not create an accurate image of the modern woman, often demeaning their role in society. Females are depicted as attractive sexual objects, obsessed …

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…rd. ed. ( California, Mayfield Publishing Company 1995) 388. Debra Lynn Stephens, Ronald Paul Hill and Cynthia Hanson, ³ the Beauty myth and female consumers: the controversial role of advertising² Journal of Consumer affairs 28 (1994): 137. Richard Taflinger, Taking advantage, ³ You and me Babe: Sex and Advertising². (1996) [ book on-line] ; Available from advant.html ; accessed on 24 January 1998. Renate L. Welch, Aletha Huston-Stein, John C. Wright and Robert Plethal, ³ Subtle sex-role Cues in Childrens Commercials² Journal of communication 29 (1979) : 202.