Howard Ella
J Womens Hist. 2010;22(4):137-61.
Second-wave feminist media had a contentious relationship with corporate advertisers. This article uses automotive advertisements to explore the role of gender, class, and race in the construction of consumer markets from the 1970s through the 1980s. It analyzes the struggle of Gloria Steinem and other liberal feminists to navigate the terrain between the women's movement and corporate advertisers. The increased economic power of women, stemming from the Equal Credit Opportunity Act as well as broader social and political shifts, facilitated their efforts. In the 1980s, automobiles continued to be marketed to women, albeit through "feminine" imagery conforming to the era's dominant trends.
第二波女权主义媒体与企业广告商之间存在着矛盾关系。本文利用汽车广告来探讨20世纪70年代至80年代性别、阶级和种族在消费市场建构中的作用。它分析了格洛丽亚·斯泰纳姆和其他自由派女权主义者在妇女运动和企业广告商之间的艰难周旋。《平等信贷机会法》以及更广泛的社会和政治变革增强了女性的经济实力，推动了她们的努力。在20世纪80年代，汽车继续向女性推销，尽管采用的是符合那个时代主流趋势的“女性化”形象。
