Pre and Post Feminism didn't make much difference to advertisers. They just had to alter their Lifestyle messages. In fact Post Feminism delivered retailers and advertisers a new market.
When aiming at women, the Ideal Lifestyle message was simply changed from being the super Wife and Mother (Beautiful for her husband, loving Nurturer for her children) to being the Super-Woman (Controlled and Competant Career Woman, Beautiful for her lover and her self, loving Nurturer for her children).
The new market was male physical attractiveness. Pre-Feminism, the Ideal Lifestyle of a man was a man who was powerful and wealthy. The principal social message in the general media when women looked at men was that the man was going to be a good provider.
When equal opportunity came along there were two changes. Women became their own providers. So men couldn't rely on a good job to get them a desirable woman, or any woman at all, any more. Secondly, women now "owned" their own sexual desires, and laid claim to deserving to be sexually satisfied. They claimed the right to have a sexually desirable man.
So pre-feminism, marketers would often stir desire in men for a product or service if it held out the illusion that they would be more career or socially worthy for spending money on it. That the product would help them climb the money and class ladder.
Post-feminism, advertisers also have the now wide open market for selling men Handsomeness, Sexiness, and Desirability. It's an equal opportunity world now, as 1-5% of the male population is air-brushed and hung up in a million places to make the other 95% of boys and men feel inadequate, and if they only buy this antiperspirant, or that pet-care product, or this lawn-mower, or that car, they'll have wash-board abs, super cut biceps, no body hair, a chiselled chin, icy blue eyes, totally symmetrical features and a full head of blonde hair.
And I can tell you right now, the same way that guys are really puzzled that these anorexic stick insects that feel like bicycle frames in bed are held up as beautiful and sexy women... many women just don't want the super-cut or icy males in the advertisements, magazines, or films.
I went to bed with a super-cut athlete once, and it was like making love with a sack of bricks. I hated it. My two long term male partners have both had muscle free flesh, one without muscles underneath, and one with muscles underneath, and that is 100% more sexually pleasing to me.
Secondly, while one of my partners was naturally hair free, except around his genitals, the other has hair pretty much everywhere. And while I love him despite the look of it in some places, I definitely love him partly because it feels good everywhere. It's soft and long enough that I run my fingers through it every where I run my fingers over his body. The feeling is incredibly pleasant, this light tickling sensation over the backs of my fingers, while my finger tips or nails delight in the feeling of his soft skin underneath. In an airy way, I get to plunge my fingers into him.