In this master's thesis, the main focus is put on the issues of stereotypes and cultural appropriation within American advertising, with regard to the portrayals of Native Americans in the advertisements created in the decades from the 1950s to 1970s. The thesis contains a selection of five sets of advertisements, each concentrating on a different aspect connected to the Native American context, providing an overview of common misrepresentations and general beliefs about Native Americans in that era. Moreover, through analysis, as well as a theoretical survey it aims to provide an answer to the question of whether or not these selected advertisements can be viewed as a tool of the western culture to secure its dominant position within the American society.