Abstract
Since advertising reaches thousands of individuals daily, it has become a target for a lot of scrutiny by researchers interested in the consequences of advertising on culture and society. These studies concern above all the role advertising plays in gender stereotyping. The portrayal of gender in advertising particularly that of women, has received considerable attention over the few last decades. Indeed, advertising has been accused by feminists and critical marketing thinkers of stereotyping images of women in confining them to traditional or sex oriented roles. However, gender stereotyping does not only target women as nowadays, men seem to be more and more portrayed by advertisers in stereotypical ways, which can be explained by the increasing role of men in consumption. The emergence of men as consumers is now obvious. Men are now as much a part of modern consumerism as women. Traditionally, women were characterized as spending money rather than earning it.
