The thesis explores the use of language in cosmetic advertisements targeting men and women, focusing on pragmatic concepts such as implicature, presupposition, and speech acts. By analyzing 14 advertisements - 7 aimed at men and 7 at women - the thesis examines how gender stereotypes are communicated through implicit meanings. The research highlights differences in the ways male and female consumers are addressed, with particular attention to how linguistic features reinforce or challenge societal norms around gender. The findings contribute to the understanding of how gendered communication functions in modern advertising discourse. It also aims to compare the findings with earlier studies to determine whether the narrative has changed or stayed the same.