Abstract
This study examines the perceptions of a sample of 100 Japanese adult women regarding their general perceptions of sex role portrayals in advertising. The findings indicate that: 1) Japanese women are not critical of their role portrayals in Japanese advertisements, although they also do not necessarily believe that they are accurate, 2) Japanese women would develop a negative image of a company which used offensive depictions in its advertisements, and 3) Japanese women would not necessarily boycott the products of a company which used offensive advertisements.
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