The executive order itself explains what is meant by "affirmative action", apparently you're denigrating something you haven't bothered to educate yourself on?
Executive Order 10925
On March 6, 1961 President John F. Kennedy issued Executive Order 10925, which included a provision that government contractors "take affirmative action to ensure that applicants are employed, and employees are treated during employment, without regard to their race, creed, color, or national origin." The intent of this executive order was to affirm the government's commitment to equal opportunity for all qualified persons, and to take positive action to strengthen efforts to realize true equal opportunity for all. This executive order was superseded by Executive Order 11246 in 1965.