A prolonged-exposure experiment, spanning 10 days, investigated how gender-typed portrayals in magazines affect young women’s visions of their personal future. Competing hypotheses regarding impacts on possible future selves were derived from social cognitive theory and social comparison theory. Women (N = 215) viewed magazine pages with females in either professional or caretaker roles, as beauty ideals, or without individuals (control group). Gender-typed roles remained salient 3 days after last exposure. Portrayals of professionals and caretakers instigated more negative responses related to personal future than beauty ideals. Thus, despite much advocacy for increasing the number of strong female role models in the media, the perpetuation of traditional beauty ideals makes women feel more positively about their future.