After the Civil Rights Act was passed in 1964, advertisers started to target various ethnic groups, not only the white. White women were still used in the majority of advertisements, but Black, Hispanic, and Asian women were started to featured as well.


 The Women's Movement which started during the 1960s was still going on and many feminists tried to appeal the government and the Congress to pass the legilation to win the women's right. 


However, advertisers pushed the traditional images of "supportive women". Women were often used in ads to promote products for men such as tobacco and alcohol beverage to reinforce the "masculinity" of men.  Women had to be secondary and represneted as supportive and seductive to men. (to sustain the male society).