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This paper studies representations of gender in television commercials that advertise products like beer and cosmetics to the gender they are traditionally not associated with. More specifically the question is whether, as literature about advertising and gender suggests, such commercials do indeed break with traditional gender stereotypes. A qualitative content analysis of ten commercials of this type reveals that this is not the case. Precisely because they need to try and bring about recognition and positive appreciation among the new target group, these commercials rather reproduce traditional gender stereotypes. So just like in 'ordinary' commercials men are represented here, too, as confident, active and interested in functionality, and women as insecure, passive and interested in aesthetics. [ABSTRACT FROM AUTHOR]

'Moroccan' and 'Surinamese-Hindustani' Dutch have fewer chances on the Dutch labour market compared to 'autochthonous' Dutch. Although both groups face labour market discrimination, Andriessen et al. (2015) show that discrimination works differently for both groups. 'Moroccan' Dutch can compensate for the ethnic penalty by having more work experience than 'autochthonous' Dutch. 'Surinamese-Hindustani' Dutch can compensate by stressing their integration into Dutch society. This article shows why discrimination works differently for these groups, and explains when and how symbolic boundaries between social categories become permeable and can be crossed. To reveal the stereotypes, expectations and emotions employers have, twenty semi-structured interviews were conducted with employers in the hospitality and retail sector. It is shown that discrimination of 'Surinamese-Hindustani' Dutch candidates is not caused by negative stereotypes of the group, but rather by the fact that their name is not recognized as Surinamese-Hindustani but just as 'stranger': since they are unknown, they are unloved. For 'Moroccan' Dutch candidates, negative stereotypes and expectations do play a role. This group is more negatively evaluated and different types of anxiety play a crucial role. For 'Moroccan' Dutch candidates holds that: as they are known, they are unloved. This article adds complexity to classical discrimination theory and emphasizes the importance of emotions in symbolic boundary drawing and crossing. [ABSTRACT FROM AUTHOR]