In this master thesis, a woman and her portrayal in the media and advertising discourse are the main topic of discussion. The emergence of stereotypes and the different roles that are imposed on women since childhood, and in what way advertisements as such encourage the spread of these same stereotypes and imposed roles is also being discussed. Various psychological disorders such as anorexia and bulimia are also presented, which are caused by the imposition of different patterns and ideals, most often showing women of impeccable appearance and slender lines. Media laws that regulate content and try to maintain gender equality in the media are also cited as the ones trying to regulate equality and quality content. Although gender equality has not yet been fully achieved, over time and quality education, it is slowly taking its place in the media. Media objectification and manipulation are presented in the various ways in which they most often appear in the media, and later on their impact on the relevant public is explained. Research and analysis of the content of commercials on two Croatian and two Spanish television stations were also carried out and conclusions were drawn. We can say that advertising is part of our daily routine and has become one of the main transmitters of information.