... and cheerfulness will be yours, whereas this is highly unlikely! The media not only develops people's opinions but advertisements also portray images, which reflect society's attitudes. Murray et al (1972) note that television is an important agent of socialisation, hence television advertisements are likely to play an active role in shaping cultural values (Manstead & McCulloch 1981). Advertisements publicise products, therefore the best way to do this is to produce advertisements, which reflect society, and it's values (Millum 1975). Thus, the present study centres on sex role stereotyping in British Television advertisements. The analysis of television advertisements should support Millum's notion that advertisements represent the cultural values of society. In general, 'sex stereotypes' s indicate a " structured set of beliefs about the personal attributes of women and men" (Ashmore & Del Bora 1972, p.222). It is these stereotypes which have distressing effects on individuals. For e.g. women in advertisements play the ...

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