Advertising and the male stereotype

Men with children but no spouse are more likely to be shown during football than are women with children but no spouse. Advertisements for computers and electronics are more likely to include men with children but no spouse than women with children but no spouse. Men appearing alone with children are more likely to be shown outside than women alone with children. Men are less likely to be portrayed cooking, cleaning, washing dishes, and shopping than women. Men without spouses are more likely to be shown with boys and less likely to be shown with infants than women without spouses. Men are infrequently shown taking care of a child and are never shown caring for girls. However, men are often shown teaching, reading, ta lking, eating, and playing with children. To the extent that men are shown as more involved in family life, they still tend to depend largely on knowledge and activities that are stereotypically male.

from http://findarticles.com/p/articles/mi_m2294/is_1999_Sept/ai_58469479

10th April 2008