ABSTRACT
This article studies the role of women in television advertisements during the first two years of the COVID-19 pandemic in Spain and Portugal. Through a mixed methodological design and semiotically inspired, we elaborated an analysis sheet that incorporates variables related to gender issues, female stereotypes and representativeness of women in advertising. We analyze a sample of television advertisements broadcast on television and during prime time in both countries. It was found that although women have emerged with a certain prominence, they are frequently portrayed as caregivers, mothers and housewives. In this sense, we reflect on the role of advertising as a determining vehicle to mitigate differences and, consequently, for a possible deconstruction of gender stereotypes. © 2022, Superior School of Advertising and Marketing. All rights reserved.