This thesis examines the advertisements of Svijet, a magazine published in interwar Croatia from 1926 to 1936. Svijet magazine, synonymous with glamor and prestige in the press, is an important indicator of Zagreb culture during the period of interwar prosperity and social changes. The new woman emerges at that time, a phrase used by many authors since the end of the nineteenth century to describe a woman who changes her behaviour and appearance. The thesis thus analysed the advertisements of the magazine Svijet, one issue per year, with the goal of studying how and in what roles women were portrayed in the advertisements, which are an important indicator of the atmosphere and culture. The research used quantitative content analysis to determine who the advertisements are intended for and which products and brands they promote. A further matrix containing questions about the representation of women in advertisements was used to analyse advertisements aimed at women. It was determined that 54 of the 152 advertisements examined were intended for women. The brands of decorative cosmetics and care cosmetics were the most heavily advertised in magazines, and thus advertising culture attempted to keep up with the times and create a new woman who is focused on her appearance. The analysis established that there was a stereotyped representation of women in advertisements, but certain brands revised their advertising messages and changed the attitude on women during the analysed 10 years of Svijet magazine. Since this big change was recorded in a relatively short period of time, it can be concluded that the advertisements of the magazine Svijet are also significant as indicators of major social changes. This research showed the importance of advertising culture as a discipline that mirrors social changes and outlines the atmosphere of the time in which advertisements were created.