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Page: << Prev | 1 | 2 In the second part of the study, Hooper had a group of university students watch a number of commercials and then discuss their life goals for the next five to 10 years.
Males who watched commercials with a male main character in a traditional, stereotypical male role were more likely to say they favored life goals related to a career, while males who watched commercials with a male main character in a non-stereotypical male role were more likely to favor domestic-related life goals.
While the same trends were noted in females, the results were not as strong as in the males.
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"The subtle implications of gender roles in commercials can influence self concept and future goals, particularly in the case of males. Although effects in the study were presumably temporary, one must keep in mind that individuals watch millions of commercials over the course of their lifetime," Hooper said.
She presented the study at the university's recent Undergraduate Research Conference.
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Learn more about gender differences and conflicts at Trinity University. Page: << Prev | 1 | 2
-- Robert Preidt
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