“…Three featured different female portrayals (gender identities as described by Bem, 1974) for a product targeted to women, and a control advertisement. Systematic procedures were followed to select the ads used in this experiment (Bhat, Thomas, & Wardlow, 1998;Jaffe, 1994). First, a census of print advertisements was selected in the top five U.S., British, and French women's magazines over a six-month period based on three criteria: All the products advertised were perfumes targeted to women, all advertisements were full page, and the portrayal of a female image was a central element of the advertisement, except in the case of control ads.…”