The study focuses on the child newspaper Lyckoslanten and it's visual representations with a certain perspective on the comic strip Spara och Slösa and pictures on the front pages. Years between 1939 and 1945 has been chosed due to the Second World War in Europe. The result shows no found symbols that can relate to the war discourse which contributes to an idyllic world that appears though the pictorial expressions. The mainpurpose is to through discouse analytical questions narrow down the specific pictorial language being used to encourage children to economic thrift. Via the wider meanings of the pictorial expressions, appearing ideals are discussed through analycital categories such as gender, class and ethnicity. Recurrent themes being discovered and related to the economic discourse are fashion and beauty, gymnastics and health, sports associations, diligence and hard work, amusements and nature. Examples of appearing ideals are the blond and blue eyed children on the front pages which all looks happy and healthy while playing in a beautiful nature. Their bodies has no differing attributes and their ethnical backgrounds are swedish or nordic. Thus attributes and qualities that did not fit into the ideal world that the paper stands for are being excluded. Likewise, ideals shown in Spara och Slösa are associated with fair attributes and a restrained lifestyle. Slösa suffers from fysical and psycological viewpoints when her independent behaviour and differing looks portrays as gaudy and obscene.