Since women typically under-estimate their abilities, the validation that comes from succeeding at a task is especially important.

Since women want to choose a career based on their interests, they are not receptive to a message that they "should" consider a non-traditional job. Rather, the tone of an introduction to non-traditional work should always be one of "expanding women's career choices".

For re-entry women in particular (not yet certain of their job goals and not especially positive about non-traditional occupations), an introduction to non-traditional work should not be advertised as such. Rather, it would be better to present it in the context of a forum or fair on career planning.

Since these women may not yet be actively involved in job search (for example, registered with a Canada Employment Centre), this career planning introduction should be advertised through the channels that typically reach housewives (daytime television, if affordable, women's section of local newspapers, daytime radio, YM/YWCAs, libraries, etc.).

Whatever the communication channel, the message to be emphasized is that women may find an interesting occupation in a non-traditional job sector that they are capable of doing and that provides a sense of accomplishment .

B) TEENAGE WOMEN/ELEMENTARY SCHOOL-AGE GIRLS

(1) Persuasive Messages

Like adult women, teen-age respondents are best motivated by the primary message that non-traditional jobs are interesting.

Not only are teen-age women looking for interesting work, they are looking as well for a job that is a bit glamorous. Since television has already glamorized some occupations such as doctor, lawyer, pilot, and cruise ship officer, it is obviously easier to persuade teen-age women with higher educational aspirations to consider these careers. However, the more traditional young women with lower aspirations will not have the academic requirements to qualify for these types of jobs.

High-tech, computer-related jobs also appear to be very desirable to teen-age women. For many young women who have already been streamed (or self-selected) out of math and sciences, additional reassurance will be needed, where possible, about their ability to succeed in many of the computer-related jobs.

Although secondary to the interest of a job, teen-age women may be further motivated by the excitement and glamour of doing an unusual job. That is, the fact that these young women are less intimidated than adult respondents by the low number of women in a job can be an advantage in persuading them to choose non-traditional careers.