· "Women as unemployed." Most women were shown in non-working roles and often at home.
· "Women as low-income earners." Most working women were shown in secretarial, clerical, or blue collar positions.
· "Non-working women in decorative roles and in idle situations." Often, the presence of women was not substantially related to the product advertised.
· "Women have limited purchasing power." This reflects the observation that females were depicted as decision makers only for small-ticket items for the home.

· "A Woman's place is in the home." Even though there were 29 million women in the labor force at that time.
· "Women do not make important decisions or do important things." Women were shown as independent only when inexpensive items or simple decisions were involved.
· "Women are dependent and need men's protection." Women were generally isolated from their sex within the ads.
· "Men regard women primarily as sexual objects: they are not interested in women as people." Women were often found in decorative roles having little relationship to the product.

· Housewife / Mother: Working women underrepresented in advertising. Usually shown performing domestic tasks.

· Childlike and Differential: Men are portrayed as taller, which eludes us to the conclusion that men are more important in society.
· Important for attractiveness and figures, and not for intellect and personality. Shown in sexually compromising positions, and sexually submissive postures, with sexually connotative facial expressions.
· Inactive: In health magazines women are shown posing and not actively doing something.
· Having Problems: A majority of the time women are the consumer in medication advertisements. Have hands full dealing with all of the trying concerns of being a woman that men don't have to deal with.
· Passive / submissive



Sources:
www.finearts.uvic.ca/~rzarchik/women.html
www.adage.com