Women on TV tend to be younger than the men, typically under 30. So TV images largely reflect traditional male notions of gender. The masculinity portrayed as natural, normal and universal, is a type that is largely white, middle-class and heterosexual. This is a masculinity within which any suggestion of feminine qualities or homosexuality is denied, and which women are inferior. In television commercials because the target audiences are frequently either male or female.
Men tend to be portrayed as more autonomous.
Men are more often portrayed as authorities. They are overwhelmingly male. There have been more female voice-overs in recent years but mainly for food, household products and feminine care products. Male voice-overs tend to be associated with a far wider range of products. Similarly, the occupational range for female characters on children's TV far more limited than for males.