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 …showed first 75 words of 1396 total…

…showed last 75 words of 1396 total…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 http://www.wsa.edu:8080/~taflinger/ 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.