Gender in Advertising

I was watching a commercial about a "cookbook for men" on tv this morning, and it inspried this post:

I am becoming more and more convinced the more I think about it, that men and women are by nature actually much less different than most people think. I think that the majority of our differences are socialized differences. Watching the woman on the commercial say "I even got my husband to read this. I mean, guys don't read cookbooks, but even a man like my husband loved this book." I was thinking, should this really be that shocking? Are men and women supposed to have traits that are so predictable that it seems amazing that a man would read a cookbook?