How to compile 32bit library on 64bit x86_64 systems?

[Geeky Jim]

Hello,

I am having difficulties creating libpqxx 2.6.9 as a 32bit library on 64bit
x86_64 systems.
It is packaged using GNU buildtools.  I tried to insert all the flags below
within the
 Makefile.am, but the build is very persistent in making

libpqxx-2.6.9.so: ELF 64-bit LSB shared object, x86-64, version 1 (SYSV),
not stripped

CFLAGS += -m32
AM_CXXFLAGS += -m32
CXX_FLAGS = -m32
LDFLAGS = elf_i386
AM_LDFLAGS += elf_i386

I am running FC7 using  gcc -v
Using built-in specs.
Target: x86_64-redhat-linux
Thread model: posix
gcc version 4.1.2 20070502 (Red Hat 4.1.2-12)

uname -m
x86_64

I already tried the README and INSTALL files for instructions within the
library distribution, but none are available for my case.

Thanks,
Jim