cqvip:In her now-classic 1963 book, The Feminine Mystique, feminist author and activist Betty Friedan charged the advertising industry with perpetuating and exploiting the oppression of women through the use of negative stereotypes. Her book and its charges gave impetus to the growing women 's movement and led to an all-out campaign of political action against advertisers in 1970. Madison Avenue at first responded with protestations and denials, but the threat of product boycotts and pressure from many women within the industry itself led to at least superficial changes. Companies also realized that changing their approach made good business sense and began creating products and marketing strategies that exploited the idea of the"new woman ".
展开▼
