Perpetuation of Sexist Stereotypes in the Spanish Advertising of the Beginning of the 20TH Century

In Spain, in the first decades of the twentieth century, advertisements showed images and texts that affected the inequality of women through stereotypes and sexist discourses. After these creations were only male names that used women as resources of persuasion and objects of pleasure for the androcentric look, perpetuating what was done by art
throughout history. They were reified through sensual and suggestive images or reduced to the subordinate and domestic nineteenth-century model, glorified since the end of the 18th century in images and dissertations. At the same time they tried to sell us a prototype of a
modern and cosmopolitan woman, very far from the reality of our country, which imposed itself as a big trap. Our goal is to perform a critical analysis, from the perspective of gender, of that advertising, inserted in illustrated magazines.