Conducted a study with 74 male and female students (modal age 17 yrs) to examine their evaluation of consumer advertisements. Females who were exposed to advertisements that portrayed women in their traditional role as homemakers reported less favorable attitudes toward political participation than females who were not exposed to advertisements. Exposure to portrayals of women as sex objects did not affect attitudes. Males reported less favorable attitudes toward political participation after exposure to advertisements that portrayed women as sex objects, but were not affected by portrayals of women as homemakers. Implications for the influence of sex roles on political participation and the impact of sexist advertisements are discussed. (PsycINFO Database Record (c) 2007 APA, all rights reserved)