How are stereotypical roles upheld and challenged? The advertisement is in this link: http://www.youtube.com/watch?NR=1&v=IcfViklWRsU

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I would want to approach this question by noting the way that the advert starts with the man chopping the hedge. He is being cast in a traditional male role as being involved in physical labour. Note the way that his wife or girlfriend is the one who brings him...

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I would want to approach this question by noting the way that the advert starts with the man chopping the hedge. He is being cast in a traditional male role as being involved in physical labour. Note the way that his wife or girlfriend is the one who brings him a drink whilst he is working, reinforcing the role of the woman as the carer or provider of the man who must wait on him and look after his needs. If this advert was actually stereotypically challenging gender roles, it would be the woman who was trimming the fence and involved in this laborious task and her husband who brings her the drink, showing him waiting on her. As it is, this allows for a rather amusing finale to the advert as the man's obsession with the Doritos leads both his neighbours and his girlfriend/wife to belive that he is ambivalent in his sexuality.

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