In recent years, advances in medicine have increased life expectancy and quality of life for people over 55. They feel much younger than their actual age and engage in activities that would have been unimaginable a decade ago. In the case of mature women, interest in fashion has also increased significantly. This study aims at investigating the relationship between women’s cognitive age and their emotional responses towards fashion advertising. A survey with 164 women aged 55 to 70 evidenced that mature women´s self-perception is in accordance with their cognitive age and that they identify themselves mostly with photographic models of their own age. In doing so, their positive attitude towards clothes shown by an advertisement also increases. This knowledge could be used by the marketing sector so as to direct more effective publicity campaigns to the market of mature women.