The Businesswoman / Working woman

Traditionally women have been shown in ads in very limited roles and mostly that of a housewife who doesn’t have much of individualism. However with passage of time as women’s liberation has taken place, and the roles of women in the ads have evolved too.
One of the new roles in which women are represented in the ads is that of a working woman and as a business woman. These roles represent a character which has more confidence in herself and her abilities.
Often nothing is mentioned about her outlook towards her family and others. But she does take care of herself. She is not as beauty conscious as some like the beauty nor does she care as much as for price as the housewife.
Generally the businesswoman is a part of the advertisements which target the niche segment of young working professional woman, who are willing to spend something extra for the elegant look and at the same time are not influenced hugely by the concept of beauty created by the advertisers.
Some of the ads could be that of financial products like insurance or something like designer jewelery, or as we see in the below picture, a cigarette