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All through the first season of Mad Men, it is shown to the viewers that one of the strategies that advertising agencies used the most is: “to objectify women” in order to sell a product or service, without thinking if all women will approve it or feel comfortable with it; which promotes the stereotype of women liking to be objectified. An example of this can be seen in the first episode when Don asked Salvatore to draw a woman in a bathing suit for the cigarettes ad. To which Salvatore replies “ a sexy girl? I can do that”. This shows how advertising men use women as a tool to grab the consumers attention. Furthermore, the show suggests that by sexually objectifying women in the advertising business, it enforces the idea in society that women can only be seen as a tool for men’s sexual pleasure, disregarding their personhood as a whole. Later on, viewers learn that not all women, like Joan, enjoy to be sexually objectified. For example, in episode seven, Betty is talking with her friend that “ as long as men look at me that way, I'm earning my keep... But sometimes... I don't want my husband to see me that way.” This proves that not all women feel comfortable by been sexually objectified. Therefore, the show Mad Men challenges the stereotype about that all women like to be sexually objectified, or that they do not dislike to be sexually objectified in ads.

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In the Mad Men show, it is presented how women were forced to choose between taking care of their family, or continue with their professional careers. The reason because of this was that society had the idea that women were not able to focus in doing both things; and it was the men’s role to be the ones that work. Although, in episode nine for example, one can see that Betty starts missing the time when she used to work as a model. She proceeds to discuss, with her husband Don, the possibility to work again as a model, because an opportunity is presented to her at a business dinner that Don took her. However, Don is not a hundred percent convinced, but then he allows her to try it. Then, at the end of the episode, Betty does not become a model, and Don even tells her that “ you have a job, you’re mother to those two little people, and you’re better at it…” Hence, Don’s behaviour contrast with other men from that time because, even that he does not like entirely the idea that his wife could work again, he actually supports her. Therefore, one can see that Don is empowering and allowing his wife to be a mother and start working again; even if at the end of the episode she is rejected at the model agency, viewers can see that the opportunity that Don gave her did help her to empower her just for a little.

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In the show Mad Men, it is portiated how society in the 60s had specific ideas about divorce and marriage. In which society viewed divorce as a failure, and they would usually blame the wifes for not making the marriage to work properly. Take as an example the divorced mother Helen, whom all the other wifes from the neighbourhood suggests that she might have done something wrong to end up divorced.  Moreover, society portiated marriage as every woman's dream. However, this is proved wrong when in episode one, Don askes Rachel why she is not married, suggesting that “getting married and having a family would make [her] happier than all the headaches that go along with dealing with business.” Then, Rachel’s answer was that she has not fallen in love, and that she actually likes dealing with her family business. This challenges the stereotype of women choosing marriage over profession, Rachel is portrayed as one of the very few women who choose not to get married, which is something unusual for society at that time. Therefore, one can see that a change in society is starting, where there are a few women who chose to develop in a professional way instead of getting married. Nevertheless, divorced women are still viewed in a negative way, in that society.