Advertising: Liberating Women

Leaders of the women's liberation movement have shown a penchant for oddball causes—from ban-the-bras to communal child rearing—that leave many women cold. Now the liberationists have trained their ire on a new target: the distorted image of women in advertisements. And this time the militants are gaining wide support among women.

Agency executives are understandably concerned, partly because women are by far the biggest buyers of packaged goods. To plumb the depths of discontent, Batten, Barton, Durstine & Osborn conducted long interviews with 19 feminists, including writers, a photographer and Wall Street...

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