As more women go to work outside the home men are doing more of the housework and the shopping. this fact has led advertising companies to change some of their methods. traditionally television advertisements for household products were aimed at women and they featured women now some companies that sell these products feature men in the advertisement for example one supermarket company has produced an advertisement showing a father shopping with his little boy however this is no ordinary father the actor in this advertisement is known for his roles in films of violence the company want to make sure that shopping father don't feel any less "manly" in their new role