The idea that the essence of femininity is to satisfy the desire of man, confirmed the advertising obsession of the archetypes of women for beauty. What we are looking at in advertising is nothing more than a male gaze on female identity. The control of the media by the industries stimulates a certain consumption, to take over not only the spirit, but also the spectators, creating new goods subject to consumption. The means called mass communication have evolved, so much so that in the contemporary world they influence our lives down to the most intimate family experience. Television is inserted into the fabric of interpersonal relationships and family rituals. It bears witness to our loneliness, our boredom or most sovereign tiredness, the extraordinary encounters of our Christmas and our frenetic pace, pressing the distance of abandonment to show us other realities that are sometimes as absurd as we are