As we see more and more stereotypical gender roles portrayed in advertising, we are also seeing new roles being envisaged for husband, wife, brother, sister
Erving Goffman was a Canadian-American sociologist and writer, considered “the most influential American sociologist of the twentieth century". He was also a member of the sociology department at the University of California, Berkeley. He was the first sociologist to study the depiction of genders in advertisements. His book Gender Advertisements, published four decades ago, continues to be a classic on the subject. Collecting over 500 ads during the period 1950 to 1970, the author presented a vivid pictorial analysis of how genders are portrayed in US (and I suppose global) advertising.