This thesis is based upon the perspective of the holiday law introduced in 1938. This law gave many Swedes the right to two weeks paid vacation, which previously not all had. The purpose of this essay is to investigate how the holiday was reflected in advertising during the 30-40s in connection with the introduction of the holiday act in a smaller daily newspaper. This daily newspaper is Jönköpings-Posten. By examining a ten-year period between 1938 and 1947 in the month of June, we can see how the advertising regarding holidays has been developed and produced. In connection with the introduction of the Holiday Act in 1938, advertisements for holidays increased dramatically during these ten years. In addition to an increase in the number of advertisements, we also see how society affects how these advertisements are presented. The holiday should be used in the best possible way and not be wasted. Recreation and learning would be combined and, in this way, optimize what the person would get out of their leisure time or holiday.