cano gutiérrez

The following work is a compilation of a series of reflections, articles and analyses developed at different times on the role of advertising as a communicative practice and cultural phenomenon. Throughout these writings we have sought to understand how the image, discourse and advertising strategy can contribute to promote healthy lifestyles, strengthen the understanding of human, sexual and reproductive rights (SRHR), and, above all, act as tools in the prevention of gender-based violence (GBV). Nowadays, advertising exceeds its traditional function of commercial promotion to become a social actor that shapes collective perceptions, values and behaviors. From this perspective, it is urgent to critically review the gender stereotypes, sexist representations and symbolic codes that still circulate in media messages. These discourses not only reproduce inequalities, but also legitimize forms of symbolic and structural violence.