Magazines / The Changing Role of Women in the 1960s

Key points:
Increased opportunities for women to have jobs – be more than wife or mother.
Developments – women attending university – intellectual and financial freedom – greater expectations.
Woman realised they were being badly treated – not paid the same as men for example.
Advertisements criticised for offering a limited view of women.
Betty Friedan (American feminist) – ‘women are shown solely as: men’s wife, mother, love object, dishwasher, cleaner and never as a person’.
Women’s rights ‘hot news’ by the end of the 1960s – women’s liberation movement – shocking for some.
Demands for equal pay/ opportunities – protests/ marches.
Advertisers ‘unsure how to react’ to the women’s movement – advert for intercity – women singing about their rights - but heading home before their husbands find out.