In the ads for orthodepic equipment, young women are pictured in very tight clothing, while young men are in loose fitting shorts and t-shirts. Ads for sleep medication have only women. When women need pain medication it is because of old age or sports injuries. Men need these because of work. When women need vitimins or calcium they are either old or pregnant, and not working outside the home.
Men are workers.
Providers vs Consumers There are significant differences in the depictions of women as providers and consumers of health care as compared to depictions of men. Women are twice as likely as men to be portrayed as consumers when both men and women appear in an ad. Women are twice as often used a caricatures. According to National Center for Health Statistics data, women make fewer office visits to physicians than do men. Men also have more days of in-hospital care then do women.