Bias may be promoted when the writer uses one group (often the writer’s own group) as the standard against which others are judged; for example, citizens of the United States. In some contexts, the term 'culturally deprived' may imply that one culture is the universally accepted standard.
The unparallel nouns in the phrase 'man and wife' may inappropriately prompt the reader to evaluate the roles of the individuals (i.e., the woman is defined only in terms of her relationship to the man) and the motives of the author. By contrast, the phrases 'husband and wife' and 'man and woman' are parallel.
Usage of 'normal' may prompt the reader to make the comparison with 'abnormal', thus stigmatizing individuals with differences. For example, contrasting lesbians with “the general public” or with “normal women” portrays lesbians as marginal to society. More appropriate comparison groups might be 'heterosexual women', 'heterosexual women and men', or 'gay men'.
From Section 3.11, APA Publication Manual (6th ed) (2010)
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