Television and television advertising, because of their pervasiveness and intrusiveness, have been identified by many as potent, formative, and usually negative influences within our culture. Print media, including magazine advertising, although perhaps less potent, are perceived as equally important. The effects of gender portrayals on audiences are a major concern to advertising and marketing researchers because there is an assumption that negative reactions to portrayals are related to negative consumption attitudes and behavior. A review of the literature shows that researchers, however, have been very slow to tackle the question of effects and consequences, and research objectives have centered on the identification and examination of role portrayals. Gender role research tends to be nose-counting and when it is not, results are contradictory and generally confined to narrow considerations. Despite the definitional, procedural, analytical, and conceptual problems associated with this research, the presence of advertising stereotypes can be clearly demonstrated. It is time to move on to the question of "effects," regardless of the difficulties likely to be encountered. (Fifty-four references are attached.) (MS)