Part one of term paper
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 1 ...

Part two of term paper
... gender stereotypes are portrayed at different times of the day and evening in order to target certain audiences. All of these images portray different levels of traditional gender roles. Often these differences are not discrete, ³Men are generally thought of as independent, objective, active, competitive, self-confident, and ambitious; while women are seen as dependent, subjective, passive, not competitive, lacking self-confidence and ambition²(Coltrane, Adams 1997, 325). Women / mothers are m ...