While there are isolated exceptions, the overwhelming message of child-oriented commercials continues to be extremely gendered. While this was an expected finding it is nonetheless disappointing, given the public hype about the emergence of a "new man". Based on this review, there is little evidence that this image has permeated the world of child-oriented advertising. This research suggests that in the area of children's advertising there is little to challenge stereotypical gender roles. Given the amount of time that children spend watching these advertisements, and the fact that they have been shown to influence attitudes and behaviours, the relative abscence of any "new boy" is cause for concern to those interested in challenging gender-based stereotypes and inequities.
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