In modern times, when the advertising of products demands more specific segmentation of the market, it takes a special attention while designing advertisements for women. In the past, women were mostly financially dependent on their husbands, and decisions for making major purchases were not up to them. Today, enjoying financial and psychological independence, women, even in their families, take a key part in making the decisions for buying products or services. This is the reason why we cannot miss this important segment of the target market. Moreover, the advertising of the products for women, like clothes, cosmetics, perfumes, was followed by the designing ads of products considered to be masculine in the past, i.e. cars, including off-roads and sport ones, real estate, watches and even condoms.

The growth of feminism, originated in the last century, has affected the advertising greatly. In those times women vividly expressed their protest against the sexual discrimination and abuse. Advertisers had to resign completely the usage of a housewife and a mother image in their advertisement, since the feminists insisted on the new understanding of women and the formation of a new, independent, free and equal image with the men's one. However, as a consequence, in the last part of the 20th century the reaction occurred. Women recalled that, besides their independence and power, they also possessed attractiveness and womanhood. The image of a woman, including the one represented in the advertising, became more balanced. Along with masculine, the women advertising started to present the feminine image of wives, mothers and housewives. The sexual tune, once banned by the feminist protests, was revived and became fashionable again. It has been confirmed by the fact that most of the printed sexual advertisements are placed in the women's magazines.

Even though, the feminine image in the advertising dramatically changed, there is still the independence and freedom of choice along with the womanhood. Oftentimes, the advertisements for women use an image of a lady, who is able to make a decision on her own, including the choice of her sexual partner or the starting of a relationship by her.

Since the 90s' the products, considered previously to be masculine, have become very popular in the advertising for women and with women, i.e. we have the ads of whisky or beer. Business ladies and financially independent women are not something rare or surprising anymore. They represent the bigger part of the target market for many goods. Today, only few products may be divided into feminine and masculine. Many companies in their advertising of feminine products, such as perfumes or deodorants, use masculine motives, showing athletic or business ladies able to solve any task.

The understanding of the deep inner motives of this target market segment and using them in the advertising is crucial for staying in business. Things change and companies have to change their advertising and strategy accordingly or they will not stay in business for long.