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Even a memorable moment as the birth of a son can be subject to a much broader pervasive experience. For some people, this event become in an opportunity to social upward wherein convergence genetic and eugenicist thoughts with concentration in Norse phenotype. For that reason, parents are concerned in their sons have bight eyes and blondes hairs. This is based on the postmodern advertising and marketing efforts to emphasize on these features. Under this context, this present research showed not only that dominant phenotypes are divulged thanks to the advertising but also create a bridge between the hegemony and sentiment of inferiority. Discursively, parents who had children with bright eyes will be paid of an additional Fee, this represents a sociological and psychological need for social upward. This issue reflects that they are hermeneutically close-up to dominant elites.

La puerta del alma: el color de ojos y de cabello como forma discursiva de dominación