Stereotyped Women in Advertising For my research of gender roles in today's society, I decided to take a look at how men and women are portrayed in advertising. I watched three hours of prime time television commercials to see which products were directed at which gender. I developed criteria for my research to distinguish between commercials of and for men and commercials of and for women. I looked at location (inside or outside of the …showed first 75 words of 1644 total…

…showed last 75 words of 1644 total…Fourteen Studies Done on Five Continents Over 25 Years." Sex Roles, Vol. 41, No. 5/6, 1999. Kaufman, Gayle. "The Portrayal of Men's Family Roles in Television Commercials." Sex Roles, Vol. 41, No. 5/6, 1999. Lindsey, Linda L. Gender Roles. Simon and Schuster, New Jersey. 1997. Low, Jason. "Portrayal of women in sexuality and marriage and family textbooks: a content analysis of photographs from the 1970s to the 1990s." FindArticles.com Feb. 1999. <http://www.findarticles.com/cf_dls/m2294/3-4_40/54710019/print.jhtml>.