Feminism in Advertisements

The feminist movement of the 1960s and 1970s harshly criticized the sexual objectification of women in advertising. Similar to the early 20th century, advertisers responded with an awkward recognition of the push for equality, epitomized by Virginia Slims’ slogan, “You’ve Come a Long Way, Baby.”

Breck recognized young women’s ability as well as beauty in a mid-1970s campaign, in which the firm sponsored the America’s Junior Miss contest, which awarded college scholarships. These “Breck Girls” included Donna Alexander, the first black woman to reach the finals of the contest and a veterinary science student at the University of Pennsylvania. She not only represented academic achievement, but also black pride, in her confident look and short Afro.