This article aims to elucidate how the university and professional women were represented discursively and iconographically in the Chilean magazine Eva from 1948 to 1960, a time frame in which economy and politics developed an opening towards women, favoring women their entrance into higher education. These processes occurred especially in urban spaces, where women's work became a necessity for the national economy development, expanding the action field of women and generating a complex readaptation of sociocultural patterns. Based on this, census data was studied for female and male admission to educational classrooms during the 20th century, data that, by using a gender analysis, will contrast the traditional and modern images that Eva projects in its pages.