Commercials like those of Jordache and Diet Coke used the idea of women watching men through screens and windows. Sex seemed to be the last time or the perfect leisure because as per the Sex in America the median number of sexual partners over an American lifetime was six for men and two for women (cited by Lippert). This was the beginning of the sexual revolution that set the new generation to explore their sexuality in a new and uninhibited way. Rock ‘ n Roll music added to the revolution, as it allowed the youth to express their yearnings and forbidden desires, which were previously repressed (Hippy, 1997).
Sex and marriage in America had always been regarded as a sacred pair and hence this new awareness took some time to catch up. The Kinsey report demonstrated widespread ignorance and shame about sex due to conservative sexual morality and religious beliefs (GLBTQ, 2004). The report also revealed that women were much more interested in sex that went beyond reproduction. It also dispelled certain myths about women that they had difficulty in reaching orgasm.
All these revelations led the baby boomers to explore sex at a very early age. It then became very common for children to experiment with sex. The generation that grew up in the 1960s had an entirely different attitude towards sex than their parents. They used drugs to get ‘ turned on’ and gay men and women became expressive openly. Short-lived relationships and live-in relationships were considered normal. “ Free love” meant one could love anyone, anytime and everywhere. All taboos were withdrawn even from public places. The contraceptive added to the women being liberated from free sex.
Changes in how women dressed added to the situation with mini-skirts, plunging necklines and see-through tops becoming the rage. Women discovered the power to manifest their latent femininity and sexuality. The conservatives attacked this attitude initially but as pre-marital sex became common, the pill became an easy scapegoat for the conservatives (PBS).
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