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.
Soap operas define women in relation to a concern with the family.
It is largely in sitcoms and soaps that men may sometimes be seen as caring, loving and expressive rather than dominating and authoritative. Soaps appeal to those who value the personal and domestic world. Women often use soaps as a way of talking indirectly about their own attitudes and behavior. Viewing and talking with family and friends about soap operas is so common there are national magazines, internet pages, and news groups to help fans share their reactions to the programs. In them, men are seen as acting together rather than just being together as women tend to be.