The Influence of TV Advertising on Gender Identity

Television is the industry which most commonly guilty of perpetrating gender roles and stereotypes. Very sharp contrasting stereotyping of gender roles on television can be noticed in commercials and advertisements. Gender stereotypes can also be found in children's TV programs. Television fails to represent the world realistically to its viewers. Daytime advertisements on television tend to portray men in stereotypical roles of authority and patriarchal dominance, while women are associated with traditional roles of the …

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