1900s:

1970s:
The toned look becomes popular, contrasting the former thin ideal. The trend continues into the 1980s with exercise tapes promoting fitness.

1971: The First serious look at images of females in advertising found four stereotypes:

• woman’s place is in the home
• women do not make important decisions or do important things
• women are dependent on men and need their protection
• men regard women as sex objects

The Boston Women's Health Collective published an updated version of the book in 1996.

1973: "Our Bodies, Ourselves," is published by the Boston Women’s Health Collective, encouraging women to take charge of their bodies and their health.

Fenfluarmine (Fen), which suppresses appetite by lowering levels of the brain chemical serotonin, is approved by the FDA.

1977: Liquid-protein diets are banned temporarily after three deaths are reported during the decade.