There is a hope to change the current situation, though. According to Debra Pryor and Nancy Nelson Knupfer (1997), “If we become aware of the stereotypes and teach critical viewing skills to our children, perhaps we will become informed viewers instead of manipulated consumers”. Moreover, the commercials evolve along with the development of a society and are the answer to many social and political changes, such as emancipation of women, growing role of individualism, globalization and revaluation of patterns and social roles. More and more advertising specialists produce non-stereotypical commercials. However, the attempts to break down the stereotypes threaten to reject the message; they affect security and well-established knowledge about the world. Hence, a society has to achieve an adequate level of social readiness, so that messages breaking gender stereotypes could be effective.