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- <text id=90TT2982>
- <title>
- Nov. 08, 1990: She's Come A Long Way
- </title>
- <history>
- TIME--The Weekly Newsmagazine--1990
- Nov. 08, 1990 Special Issue - Women:The Road Ahead
- </history>
- <article>
- <source>Time Magazine</source>
- <hdr>
- PUBLIC IMAGES, Page 58
- She's Come a Long Way
- </hdr>
- <body>
- <p>Madison Avenue once focused on convincing women that
- fulfillment lay in whiter whites and tastier desserts. These
- days, who bakes?
- </p>
- <p> Since women are the nation's top consumers, advertising has
- always made them the center of its world. Ads portrayed proper
- female aspirations: to be a desirable companion, a competent
- cleaner, a loving mother. The women in ads found fulfillment in
- the supermarket aisles--and in Maidenform bras. But as
- millions began to venture beyond the home in the 1970s, the
- images had to change. Madison Avenue's women developed minds of
- their own. Consider the female Honda buyer, who thinks like a
- man. Or Charlie, reaching out to touch someone. Even romance
- mirrors complex modern reality: the cute young thing in the new
- Johnnie Walker ad seems to be a divorced mother.
- </p>
-
- </body>
- </article>
- </text>
-
-