The purpose of this dissertation is to investigate the representations of women in a set of current graphic advertising pieces that come from the urban landscape of the street shopping center in the neighborhood of Ipanema/RJ. The aim is to analyze the merchandising images that contain the female body represented in their graphics, the way they are arranged in the urban landscape and how they present themselves in the commercial space to the society they relate to. In addition to this, to demonstrate, when identified, the formal and conceptual patterns and repetitions contained in the female advertising photographs of these graphic pieces in the case study. Therefore, this research discuss the aestheticization of visual language in consumer culture society. The theoretical references that structure the reflections presented come from the fields of knowledge of Architecture, Urbanism, Graphic Design, Philosophy and Anthropology. Feminine thoughts and epistemologies have a relevant place in the theoretical developments of this writing. The main result is that the images used as the object of study in this research share multiple discourses and aesthetic experiences. They operate as a mirror of society (of culture, of current trends), helping to keep it regulated and standardized. In other words, the distribution of visibilities and invisibilities is anticipated within the visible evidence.