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Female oriented programs are more likely to show commercials featuring beauty products, feminine products, and house cleaning products. Do these gender focused commercials influence and promote gender stereotypes? In the article Men’s Men and Women’s Women: How TV Commercials portray Gender to Different Audiences, writer Robert Kemper asks this question as well...
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“Don’t such gendered ads encourage conventional, exploitative, gender images? That is don’t advertisers pander to traditional gender fantasies and stereotypes of the audience in order to sell products?†(Kemper, 1992)
I predict that my findings will confirm that television commercials perpetuate gender stereotypes and that the degree of stereotyping varies and depends on the program’s targeted audience in terms of gender...
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Television Commercials and How they Perpetuate Gender Stereotypes
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