These results would lead the authors to conclude
that the role portrayal of women is a real problem
in that a sizable proportion of women appear critical.
Indeed, many of those who are most critical
appear to be women who may be the most articulate
and influential, younger, better educated,
upper status women who have rejected the values
and stereotypes of the more traditional role of the
woman's place in society. Clearly, as the relative
number of younger and better educated, career
oriented women enter the workplace, that level of
criticism will likely increase unless further positive
steps are taken by advertisers. Encouraging is
the recognition, as found in this study, of the
changes which have already been made with respect
to women in advertising.