The violence boy's witness on television further legitimates this. Katz explains that advertising imagery equates masculinity with violence. For boys this means aggression is instrumental in that it enables them to establish their masculinity (Katz, 91). Lee Bowker researched the influence advertisements have on youth. He asserts that toy advertisements featuring only boys depict aggressive behavior. Strangely, the aggressive behavior generally results in positive consequences more often than negative. Bowker also looked at commercials with boys that contain references to domination. The results of all the commercials indicate that 68.6% of the commercials positioned toward boys contain incidents of verbal and physical aggression (Bowker, 119). There was no cross gender display of aggressive behavior. Interestingly, not one single-sex commercial featuring girls showing any act of aggression. This research helps explain that it is not just the reinforcement of parents to the child that legitimate mascul
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