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Second-wave feminist media had a contentious relationship with corporate advertisers. This article uses automotive advertisements to explore the role of gender, class, and race in the construction of consumer markets from the 1970s through the 1980s. It analyzes the struggle of Gloria Steinem and other liberal feminists to navigate the terrain between the women's movement and corporate advertisers. The increased economic power of women, stemming from the Equal Credit Opportunity Act as well as broader social and political shifts, facilitated their efforts. In the 1980s, automobiles continued to be marketed to women, albeit through "feminine" imagery conforming to the era's dominant trends.