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......Stereotypical images are splashed across magazine covers and television commercials worldwide. It is not an exclusive Japanese problem but while American media has tried to minimize stereotypes to some extent, the same cannot be said of Japan even though status of women has improved significantly over the past three decades. Sakamoto (1999) writes: The status of women in Japan has also changed in recent years. For example, the number of women in employment has greatly increased over the past three decades. The Ministry of Labor in Japan reported that 9,130,000 women were employed in 1965, compared to 20,480,000 in 1995. The percentage of women with tertiary educational qualifications has also increased. The ratios of students who entered universities or colleges were 5.5% for women and 14.9% for men in 1960. This improvement in status warranted a change in the way women were portrayed by the media but interestingly both men and women are presented in more traditional ways by the media hence reinforcing the stereotypes
Some of the most well known commercials were selected to examine prevailing stereotypes. Since 1961, All Japan Radio and Television Commercials Confederation has been giving awards to best commercials. These commercials were chosen for Sakamoto

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