| Sumario: | Based on the historiographical research on women and femininity in the Bumanguesa press from the 1920s to the 1940s, this article sought to capture the female model disclosed by the advertising of the time. It is evident that advertising has an important role in the homogenization of taste and the registration of what is socially established, which is why it is used as a source. From the advertisements, the modern woman emerged, a new proposal in the female model that prevailed in the study period, generating changes that would be installed as possibilities in the style of later women. Despite the changes in the appearance of the female model, there are persistence in traditional roles and in the conception of women as a being with a natural tendency to weakness and disease.
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