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. In general on TV, boys are active, aggressive, rational and discontented. They do traditional male activities such as sports, travel and causing trouble. Girls, on the other hand, are talking on the phone, reading and helping with housework.
Most TV ads feature both girls and boys, but boys tend to be the dominant ones.
Ads aimed at boys portray far more activity and aggressive behavior than those for girls, and tend to be far louder. Boys are typically shown as active, aggressive, rational and discontented. Boys ads contain active toys, varied scenes, rapid camera cuts and loud, dramatic music and sounds. Girls ads tend to have frequent fades, dissolves, and gentle background music Men and women like to watch different types of TV shows. Action-adventures define men in relation to power, authority, aggression and technology.