People are confronted with advertising images that impart gender roles. This study examines the extent to which the gender stereotypes that people ascribe to themselves are influenced by these sexualized advertising images. This is termed Gender Role Self-Concept (GRSC). The activation of the GRSC by sexualized advertising is possibly caused by the stored association of sexual schemata with the GRSK. Through sexual content, sexual schemata and its associated GRSK should be activated. The assumption of the study is, therefore, that women should have a greater accessibility to their feminine role self-concept (FEM) after a supraliminal priming by sexualized advertising images than before priming, and more than women who have experienced no priming. The GRSK was compiled on both an explicit level (frequency-based agreement), as well as an implicit level (by means of response times). Since men and women are often portrayed in sexy advertising images in a traditional role, the impact of role priming on the accessibility to GRSK was also examined .The GRSC was documented both before and after priming. A total of 63 women between the ages of 18 and 39 years old were studied. The results could not confirm the hypothesis of the present study. A traditional, sexual priming on the explicit level resulted, with women, to the activation of their masculine role self-concept (MASC), in contrast, an egalitarian priming lead to an inhibition of MASC. At the implicit level, a traditional priming induced activation of FEM. It was shown that, in addition to sexual advertising images, both egalitarian and traditional representations in advertising images can have an impact on the accessibility of the GRSC.