This article uses findings from several previous studies to define the kinds of sex stereotyping present in our society. The author considers sex roles as dealt with in children's literature, public schools, advertising, and vocational counseling. He describes, in particular, the situation at an unnamed state university, and cites the woman's traditional role of child-rearer and homemaker as one of the biggest limitations on women's career choice. He declares the public schools and the vocational counseling programs to be of key importance in de-stereotyping our society. (BP)