Beginning of Essay
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 av ....

Middle of Essay
.... as dependent, subjective, passive, not competitive, lacking self-confidence and ambition²(Coltrane, Adams 1997, 325). Women / mothers are more likely to be watching television during the day, therefore advertisements tend to target the typical American housewife(Craig 1992, 209). During soap operas commercials go beyond matching a product aimed at a housewives particular needs, they portray stereotypical roles they should sustain. Daytime advertisements on television tend ³to portray men in stereotypical roles of authority and patriarchal dominance², while women are associated with traditional roles of the American housewife(Craig 1992, 209). F ....