We are living in an advertising world. Advertisements are on magazines we read through, smartphones we scroll through and billboards we pass by. It is how companies and products connect with customers and generate revenue.

Advertisements have been around for a long time and evolved throughout the years, but they are still as effective as ever if not more. Advertisements’ display of women also evolved over the time. From post-World War 2 era to today, depictions of white working women in advertising has increased. Even though it is still rare to see working women in advertisements (Frazier 2010), there has been some improvements. The content in advertising is crucial since does not only promote the product it is trying to sell, but it also demonstrates the historical and cultural moment (Crymble 2011). However, advertisements usually display a twisted version of reality and create a medium where social norms and ideals are defined.

Instead of the raw reality, they portray stereotypical individuals and present certain social ideals (Lafky, et al. 1996). They produce social knowledge on core values of femininity, what it means to be a woman and how to make sense of it (Budgeon 1994).

1. Chapter 1: Why are advertisements important?
2. Chapter 2: Story of the working women in the U.S.
3. Chapter 3: White women working in traditionally female jobs in 1945-1950
4. Chapter 4: White working women's progression to upper-tier jobs in advertising
5. Chapter 5: Social ideals portrayed in advertisements
6. Conclusion
7. Bibliography