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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Renate L. Welch, Aletha Huston-Stein, John C. Wright and Robert Plethal, ³ Subtle sex-role Cues in Childrens Commercials² Journal of communication 29
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