Women in Advertisements book answers a number of questions related to the way women appear in advertisements of an economy in transition. How ads generally portray women in Serbia? What is public opinion about the way women are portrayed in Serbian advertisements? How do men and women react and respond to advertisements that contain stereotypic or offensive portrayal of women? Where do differences in perception of men and women toward gender role portrayal in Serbian advertisements occur and what may be reasons for this to happen? Are Serbian consumers keen to punish companies that are using offensive ad campaigns? Does Serbian context differ from context of Western countries regarding to focal gender issues in advertising?