Sex Stereotype - Advertisements portray men + women in specific ways that reflect and reinforce and reflect traditional sex-role stereotypes.
Representation of women
"Advertisement is influential on womens culture" - National organisation for women
It's believed that advertisers aren't keeping up with the changin roles of women in society. They are becoming more powerful yet are being presented as either a 'sex object or a housewife'.
WOmen are more likely to be shown in the home engaged in housework while men are more likely to be shown in empowered, professional roles or at leisure.
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