This dissertation investigates some of the changes occurred in the representation of women found in advertising. It particularly examines fifty-five Valisère underwear ads from 1990 to 2000. The author contextualizes the depiction of women`s images through History, with special emphasis on the Early Renaissance, when women were first considered as the beautiful sex. The text analyses different ads showing that publicity eroticizes, disqualifies, and downgrades women, objectifying their bodies. In this process, the author shows that publicity tends to represent women as inferior in relation to men. She also comments on some of the conquests and the barriers women have come across when trying to occupy positions and spaces traditionally considered as the domain of the male. Some other issues concerning the human body, such as bodybuilding, the corporal design, and the image of the ideal body are also discussed in the work.