Gender Roles in Advertising Little Sally, 6, and Billy, 8, are sitting down in front of the family television for an afternoon of enjoyable programming. Suddenly an advertisement interrupts their favorite show. The advertisement features a young woman cleaning a kitchen with a product that seems to be easy and enjoyable to use. The woman is smiling through this chore as she turns to the camera and comments on how fast the product helped her to clean …showed first 75 words of 1491 total…

…showed last 75 words of 1491 total…those who also hold the most stereotypic, gender-typed values; furthermore, this seems to hold for adults, as well.”(Page 58). Advertising is unlikely to change these gender-typed images unless the public makes it known that these stereotyped roles will no longer suffice. Parents can hake a difference by limiting the amount of television their children watch and lobbying to the advertising industry for advertisements that are neutral and provide a variety of gender roles for children.