80s/90s

Through the Women's Movement, wowen were gradually gaining the presence in society and the number or working women was slightly increasing from the 1970s to 1980s.From 1972 to 1985 women's share of professional jobs increased from 44 to 49 percent and their share of "management" jobs nearly doubled growing from 20 to 36 percent. (from the Atlantic)

 

As women began to share working place with men, their desires for more powerful position and status in society started to growing up. They wanted an independent power and status which allows women not to depend on men.

 

Advertisers targeted those women and started to apply traditionally male commodities to women such as cigarettes and alcohol beverages as if those male commodities would render the power or masculinity to women. Also, female fashion appealed women in sense of the independent and  liberation. Ads of fashion, jewelry, and cosmetics were abundant. Especially, jewelry and fragrance became much more during the 80s and 90s. Besides, it was another characteristic of that time to feature celebrities. 

 

However, on the other hand, the ogjectification of women were also abundant as if advertisers were trying to suppress the Woman's Movement by reinforcing the traditional images of women.