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This study was based on Manstead and McCulloch (1981).
The study used content analysis using observation in an independent measures design consisting of 2 groups - male and female. The participants were an opportunity sample as characters from the adverts on channel 4 between 18.30 and 23.00. The advertisements collected were then put into categories based on detailed classifications and the gender of the central character was identified. The link between gender of central character and product type was then examined.
The findings showed that there was a strong trend towards traditional gender role stereotyping...
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