Black and White
Now, as mentioned earlier, most of these photographs were in black and white. Black and white fashion photography adds elegance, mystery, etc. to a photo shoot. Modern digital cameras usually come with a black and white setting. If you do take your images in black and white, use the finest setting possible, such as Fine or Extremely Fine.
Or, you can always shoot your images in RAW, and then convert them to black and white in a program like Photoshop or GIMP. This allows you to save the integrity of the image and reduces compression. You can then further manipulate your image, including adding more contrast. Or, you can add just highlights of color. For example, if the focus is on the lips for a lipstick ad, just add color back to the lips.
Just experiment with your photographs, and find a style that you like. Use the older ads to give you ideas, but just use these images as inspiration.