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How gender is represented in television advertising The mass media have the ability to influence the way in which their audiences view people and objects. Any person or object is seen at a slanted view, the view of the broadcaster. Often the audience is not aware of this unbalanced representation and will see it as 'the real thing', the actuality "The media give us ways of imagining particular identities and groups which can have material …

…a man in two completely different ways, but both characters were desirable to the audience. The women were shown in less favourable ways. They took up roles of convenience and annoyance in the men's lives. The Barclays advertisement was broadcast on a week day evening on ITV and the 1664 advertisement was broadcast on a Weekend evening on ITV. Both are peak audience hours and so would be shown to men and women of all ages.