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In the 1970s women made further steps towards gender equality; the Equal Pay Act made it illegal to pay a woman less than a man doing the same job and the Sex Discrimination Act made it illegal to refuse someone work on the grounds of gender. But advertisers were slow to reflect these changes, and persisted with images of the homemaking wife or ditsy ‘bimbo’. By the 90s, however, advertising had begun to shift to a more progressive representation of a professional, financially independent woman.