Abstract

The following article addresses the objectification and instrumentalization of women through advertisements, advocating new critical ways of looking. For this, a comparative proposal of advertisements in the dictatorships and later democracy of Romania and Spain is made. In this way, a perspective is generated that, regardless of their differences, shows how patriarchy and its distribution of roles spread in both countries and a critical awareness is stimulated to transform the subordinate position of women in the family sphere. economic, social, political, cultural and historical.