trom (1991) note, there is disagreement about the content of inappropriate stereotypes. Feminist women are more likely to be critical of traditional role portrayals and to favor role portrayals of professional career women. Traditional women are more likely to be critical of feminist-attitude portrayals and to find less fault with traditional-role portrayals.
In the most recent version of a nationally known Cambridge Documentaries film, Still Killing Us Softly, the advertising industry is accused of serious misconduct, including the glorification of violence 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, pp. 15-16).
...