ABSTRACT
This study, as the Introduction explained, started with an investigation of sex -role stereotypes in advertising and the conclusion that advertising would change to reflect consumer preferences on the portrayal of women in advertising. Other sources concluded likewise. While some feminist critics might view this as an inadequate response to the issue, wishing more rapid change, they would be advised to direct their criticism to more important issues. The conclusion reached suggested that an issue of social responsibility in business would be resolved by the market; that consumer preferences in competitive markets could call business to account on social issues. In other words, consumer sovereignty could ensure social responsibility in business. This proposition has been addressed in this study.
