Advertising is not only an economic practice, it is also semiotic and ideological and conveys sexist discourses and iconography, helping to distribute discriminatory paradigms in the mass media according to the socially accepted gender regulation. The advertising messages thus require an in-depth analysis that reveals how advertising rhetoric is based on sexist stereotypes and the ontological and social implications that this entails. In this way it is necessary to reflect on aspects such as the tyranny of beauty and its relationship with diseases such as anorexia, the reification and instrumentalization of women as a one more ware, the fragmentation and fetishization of the female body, the glamorization of violence against the woman, the obsession with the woman-doll and the woman-corpse, the hypersexualization of the models, the use of the adolescents in the seduction market, the masculine-feminine power relations that are conveyed; but also positive campaigns and artistic expressions of those that deconstruct and criticize sexist advertising. The debate on the advertising field from the feminist critique is essential, since the use and abuse of the media does not entail acquiring decoding capacity. Opening this debate, we intend to contribute to an advertisement where aesthetics does not forget ethics.