Female life and roles have altered a lot in the 20th century due to many historic, economic and social changes that also brought round female emancipation and the changes in female representation. I have always been interested in how the woman appeared in different situations of life and how her roles were represented in particular historic periods. My thesis deals with these changes on the basis of American advertisements in two both historically and socially determinative decades, in the 1930s and the 1960s. This topic is within a larger field, the American Popular Culture that this thesis also belongs to.