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Men are risk takers, adventurers.  Men should not cower, tremble, or shrink from danger.

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Women are objects of desire, and as objects they are no different to men than a car. Women are to be controlled and owned. Women in contrast to men and machines are tender and sensitive.

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Men should not be tender, sissy or a whiner. Pain and winning are important traits for men, being seen as weak is against gender norms for men.

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Women are subordinate to men, they are objects to be captured and controlled. Men are the powerful ones in relationships.

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Men should be direct, sharp dressed, strong and in control.

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Men are creative, innovative, can focus mostly on their own goals

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Women are synonymous with housework, they should focus mostly on caring for others and looking attractive. Beauty is more important than the ability to be a good housewife.

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Being white, slim, and feminine is ideal for women. Women should want long, shiny hair and clear skin

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Women should be pursued, let men feel like a "manly man" and be subordinate to him. Women should wait for "Prince Charming" to rescue them. Men do not have to make much effort outside of pursuing a woman and making her laugh.

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Men play sports like basketball and are in competition with men. Men should want big muscles, to win, be aggressive.

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Presentation: Gender Codes in Advertisements

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Presentation: Gender Codes in Advertisements