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ce against women, the unrealistic inferiority of anything less than "ideal beauty," women's inferiority to men, and an increased emphasis on women as sex objects. . . .

It is interesting to note that while research findings in the 1970s indicated some perceived improvements in advertising's treatment of female roles, the use of traditional female stereotypes (e.g., women as primarily domestic types, sex objects, subservient to men) continued in the 1980s (Ford, LaTour, & Lundstrom, 1991,

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