In advertising, the target has traditionally been aimed towards the product’s advantages. Today the trend is that the advertisers want to create a restless and unsatisfied consumer. The consumer on her part is not trying to achieve a goal with her consumption, but experiences the consumption itself as a goal. Because of this the consumer demands a fast and varied selection. In order to sell their products the companies must create a non-existent need amongst the consumers. Therefore it is very common in advertising today to use emotions instead of information to attract the customers. Fashion ads are often created to form an emotion with the consumer. It is also very important to make ads that the target group can identify with. The advertisers often try to achieve this by using models with positive qualities that the consumer can look up to. Because of this we see a tendency that today’s fashion ads are very similar and can be hard to separate from each other. In our paper we want to go deeper into marketing communication as a subject by examining how the receiver is affected by the message in magazine ads. To reach our aim we have investigated, described and analyzed the fashion ads of today to see if they are built by similar components and whether they attract the target group. Our chosen target group is women between 20 and 30 years old. We have decided to have a hermeneutic way of interpretation and an inductive reasoning. To enlighten our problem areas we have chosen to conduct a qualitative study consisting of personal interviews where the objects were asked to make a statement about three fashion ads. We also conducted a quantitative analysis of the ad content in three fashion magazines. In our theoretical frame of reference we have used marketing literature. The paper therefore consists of both primary and secondary data. The conclusion of our studies is that our target group mostly perceives fashion ads as positive, but they do not to a great extent identify themselves with them. They want ads to be natural and that the model is presented in a trustworthy environment regarding the products that are in the picture. It is hard for the consumers to separate the ads from each other and connect them to a specific brand. The women in our target group require that the ads consist of more information, mostly regarding price and store location. Our analysis of content shows that fashion ads today is similar in imagery and existing elements. The most prominent features are female models and homepage addresses.