Society continues to go through significant changes in gender roles at the workplace and home. In the meantime, television commercials used to be viewed as an effective media to convey messages. Narrowing down to the gender aspect, gender matters in advertising as studies have proved that stereotypes pervade mass media imagery. One topic that has attracted considerable attention is how commercials portrayed males and females. The existence of gender stereotyping in television commercials is particularly relevant because research suggests that these gender stereotypes impact adults’ attitudes and behaviors (Geis, Brown, Jennings, Walstedt, & Porter, 1984; MacKay & Covell, 1997). These representations are significantly meaningful regarding social
