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Advertisers and pro-feminists alike have enquired intermittently into the degree of female stereotyping in advertising -- advertisers wishing to improve effective advertisement transmission and feminists wishing to reduce bias in society. This article investigates the trend in female role portrayals in the 1970s and 1980s using British women's magazines, by replicating and updating in 1988 an earlier study by Lysonski[1] who supplied evidence for 1976 and 1982/83. Lysonski found a high frequency of role stereotyping, with some changes, but not dramatic ones, in advertisers' role portrayals. This new study suggests that by 1988 advertisers have become increasingly sensitive to the issue, with less stereotyping of women as physical objects and a trend towards portrayals using either "family" or "independent" cues. [ABSTRACT FROM AUTHOR]