This study investigates the representations of women in advertisements featured in South African Cosmopolitan magazine published in 2004 so as to critically analyse the stereotypes of women it presents, the institutional mechanisms behind this and its implications for gender ‘constructions’. By using a random cluster sample, 60 advertisements found in Cosmopolitan were analysed to examine the stereotypical portrayals of women within its imagery. In addition, survey questionnaires were distributed amongst female students to determine whether exposure to advertisements featured in Cosmopolitan magazines moulds their thoughts with regard to South African women today, as well as to analyse their attitudinal change before and after exposure to a number of advertisements. It was found that even though the majority of respondents claimed to be aware of the stereotypical representations of women found in the advertisements, and did not believe that these portrayals were a true reflection of South African women, various aspects of their lives continue to be affected by these representations in a number of ways. The findings of this study indicate that the trend found in previous studies – that stereotypical images of women prevail in the media – is evident in South Africa too. It was established that the ideologies of both patriarchy and capitalism work together in supporting the pervasiveness of negative, disempowering portrayals of women in Cosmopolitan advertisements. Stereotypical imagery of women serve as the site at which the ideologies of capitalism and patriarchy fuse, drawing on a common, shared notion of the objectified female to further their goals of maximisation of profits and male dominance respectively.