This paper examines the implementation of women’s achievements in French and English advertisements. In the 1960s, with second-wave feminism, women had begun to be more independent and empowered, and their new image shifted from being a housewife, a mother and a wife to identifying themselves as a woman. A more gender-inclusive language, that aims at eradicating the stereotypes to make society more equal, without categorising women and men in what they can and cannot do based on their gender, also appeared. By analysing eight French and English advertisements on a linguistic and visual level, this study demonstrates that the representation of women in society and in the language has not changed much over the years. Gender-inclusive language is still not accepted and advertising keeps on featuring women in traditional roles that are no longer theirs.