Ads from The State Seeking "Male Help" and "Female Help," June, 1958
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Prior to the Civil Rights Movement of the 1960s and the Women’s Movement of the 1970s, newspapers typically arranged help-wanted advertisements for “Male Help” and “Female Help.” Some of the ads also designate either “white” or “colored.” These ads from The State in 1958 show how most jobs were divided by race and gender. As part of the 1964 Civil Rights Act, the Equal Employment Opportunity Commission (EEOC) was formed to eliminate discrimination in the workplace based on race, color, national origin, sex, and religion. The legislation behind the EEOC made want ads like these illegal.
“Want Ads.” The State. 1 June 1958, p 8D. Newspapers on Microfilm. Published Material Division, South Caroliniana Library, University of South Carolina, Columbia, South Carolina.
Standard 5-5: The student will demonstrate an understanding of the social, economic, and political events that influenced the United States during the Cold War era.
Indicator 5-5.2 Summarize changes in the United States economy following World War II, including the expanding job market and service industry, consumerism, and new technology.
Standard 8-7: The student will demonstrate an understanding of South Carolina’s economic revitalization during World War II and the latter twentieth century.
Indicator 8-7.4 Explain the factors that influenced the economic opportunities of African American South Carolinians during the latter twentieth century, including racial discrimination, the Briggs v. Elliott case, the integration of public facilities and the civil rights movement, agricultural decline, and statewide educational improvement.
Standard USHC-9: The student will demonstrate an understanding of the social, economic, and political events that impacted the United States during the Cold War era.
Indicator USHC-9.1 Explain the causes and effects of social and cultural changes in postwar America, including educational programs, expanding suburbanization, the emergence of the consumer culture, the secularization of society and the reemergence of religious conservatism, and the roles of women in American society.
Indicator USHC-9.5 Explain the movements for racial and gender equity and civil liberties, including their initial strategies, landmark court cases and legislation, the roles of key civil rights advocates, and the influence of the civil rights movement on other groups seeking ethnic and gender equity.