This chapter examines the gendered dimensions of advertising from the mid-nineteenth onward. It begins with the figure of the female consumer, long positioned at the centre of purchasing power. The discussion then turns to post-war femininities, advertising’s relationship with feminism, and the rise of the neoliberal consumer. Representations of the male consumer are also explored, particularly at the intersection of consumerism and sexual desire, as seen in men’s magazines. Additional themes include the evolution of gender stereotypes in advertising, the role of female advertising professionals, and market segmentation. The chapter concludes that gender is essential to understanding both advertising and the construction of markets — and vice versa. Notably, the narrow figure of the white, middle-class female consumer has been repeatedly ‘rediscovered’ and rebranded as new since the late nineteenth century.