Advertisers are also creating the ad for a particular group in each gender. Most often, this is an ideal or an unobtainable idea of what the male and female role should be. As a result, viewers tend to associate themselves with a particular gender stereotype. These stereotypes are negative and can eventually lead to prejudice. Prejudice is a conscious or unconscious negative belief about a group and its individuals in that group, plus the power of stereotypes[ CITATION Schmidt l 1033 ]. Those who form stereotypes often have the belief that males and females perform in different ways when in the work place. For example some would say that males would perform better in a work place that requires heavy lifting, where as a female would perform better as a receptionist or with administrative work. This belief that one gender is better than the other in certain aspects and vice versa is a direct construct of stereotyping. This takes the individuality away from those in these genders and labels them as all the same, capable of only a preconceived idea of gender construction in the work place and social settings. Researchers P. Kuhn and K. Shen have documented data concerning gender oppression in China.
"over one third of the firms that advertised on the job board --which caters to highly educated urban workers seeking private sector jobs--placed at least one ad stipulating a preferred gender. We also find, perhaps surprisingly, that the share of ads favoring men versus women is roughly equal. Put another way, when it is legal to express gender preferences in job ads, a significant share of employers chooses to do so, and uses gendered ads to solicit women as often as men"(Kuhn, Shen, 1).
Most companies, when they are legally able to do so, will request the gender they presume will have a higher probability to be able to accomplish a certain job with the highest possible productivity.