ABSTRACT

A goal of the civil rights movement was inclusion of all people’s images in textbooks, advertising, and media as equal participants in the American dream. African Americans, Native Americans, Mexican Americans, Asian Americans, women, and people with disabilities hoped that the struggle for equal social and political rights would also result in the projection of positive images of them in textbooks, media, and advertising. Also the civil rights movement’s pursuit of equality of opportunity promised a chance for all to participate in consumerism. The women’s movement wanted to replace the image of Textbook Town’s housewife with one emphasizing women’s career options and personal freedoms. Inevitably, these goals were integrated into advertising copy to expand consumerism to all groups.

THE COLORING OF TEXTBOOK TOWN