Egyptian advertising blossomed in the interwar period, moving beyond simple line drawings, sketches, and borrowed advertisements that characterized the period before World War I. As Roland Marchand has argued in his landmark study, advertising offers not a mirror into society, but a distorted image that enhances some aspects while ignoring others. While depictions of women in Egyptian advertising leaned toward slender figures, fine features, and fair skin, the bourgeois effendi demonstrated a much wider range of coloring, size representation, features, and skin tones. Egypt received partial independence in 1922, and its politicians navigated the course of party politics, parliamentary process, and continuing British influence. Similarly, its reading middle class public experimented with new forms of and forums for consumption as new multinational companies arrived and indigenous interests, e.g. department stores, expanded. Targeting the effendiyya, who ranged in age as well as wealth, would be a concern to both foreign and local companies. This paper will examine advertising depicting the effendiyya in the mainstream press, popular magazines, and regional journals between 1922 and 1936, the year of the Anglo-Egyptian Treaty. As Egypt struggled to define itself as a nation, so too did the bourgeois male of Egyptian advertising. This paper will focus on clothing, food/beverages, toiletries, and department stores, utilizing journals e.g. al-Ahram, al-Akhbar, Kashkul, al-Lata’if al-musawwara, al-Ithnayn wal dunya, Ruz al-Yusif, al-Fayum, al-Duhuk. By adding the latter two regional journals a comparison can be made regarding the significance and centrality of Cairo as an urban, cultural center.