But a second message is being sent. A wife is responsible for her husband s laundry and must not shirk that responsibility. More men than women were shown, and men were more frequently the central figure. Men were more often shown as experts, whereas women were shown as product users. Women were more likely to be shown in the role of homemaker, spouse, parent, or girlfriend.
Men are more likely to be shown as celebrities, workers, or professionals.
Women were more likely to be shown in the home. Men were more likely to be shown endorsing home products. In 1971 McArthur and Resco observed 199 commercials and found considerable sex role stereotyping. I adapted this activity from their study. Content analysis was first developed during the period at the beginning of World War II when America was officially neutral.