"Over the past five decades, gender-role portrayals in advertisements have changed in accord with the changing roles of women in society. In 1953, only 23.4% of women were in the labor force. At that time, advertisements typically portrayed women as objects of sexual gratification, or as spouses, homemakers, and mothers whose characteristics were passivity and dependence (Courtney & Lockeretz, 1971 in Belknap & Leonard 11, 1991) Four decades later, women's participation had doubled, to 60.7%. (Basset, 1994; Hughes, 1995). Women not only were gaining ground in marketplace participation, but also were filling positions once held primarily by men. As women began to enter the workforce, the image of the ideal woman began to be transformed. Changing demographic, economic and social patterns, encouraged a resurgence of feminist groups who focused public attention on the portrayal of women in media (Sullivan & O'Connor, 1988). Women in advertisements became central characters (Belknap & Leonard, 1991); they were portrayed as working outside the home, in nontraditional, progressive occupations. In contemporary advertisements, increasingly women are presented in professional roles requiring decision making on items and topics other than household, hygiene or beauty products, and sometimes they are portrayed as autonomous and equal to their male counterparts. Coinciding with this reduction in the portrayal of women in traditional homemaker and mother roles, has been a 60% increase in advertisements in which women are portrayed in purely decorative roles (Sullivan & O'Connor, 1982)."