Commercials on television tend to portray stereotypical roles of gender. łThe effect of television imagery can be particularly consequential in modern industrial societies like the United States, where 98% of households have at least one television set and the average American watches over 30 hours of television each week˛(Coltrone, Adams 1997, 325). These images do not create an accurate image of the modern woman, often demeaning their role in society. Females are depicted as attractive sexual objects, obsessed with appearance and dating; while men are more likely to be shown as aggressive and powerful, accomplishing some all important task(Ruth 19