By presenting, in a caricatured way, scenery where the woman must be a
‘woman’, advertising-a refl ector and agent of society, confi rms as a fact a ‘natural’ behavior that is not at all according to the interests of women’s world itself»
(Herne, 1993: 31). Th e conclusion made by Claude Herne in 1993, shows clearly the power of advertising in helping society to defi ne specifi c models of behavior for men and women and submitting the latter to a specifi c and limited role.
Th e analysis proposed by Herne does not come out accidentally in the end of the 20th century. With the boom of technology and economic growth in the second half of the century, the western urban woman fi nds herself on the threshold of her fi nal emancipation from the household.