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The objective is to describe, with gender perspective the advertising campaign Autumn-Winter 2005 of FES shop. A semiotic critic analysis of discourse applied to 6 advertising photographs was used. This induce obtuse / abyect meaning. The objective of the Publicist is to persuade with impact. The advertising discourse has Conditions of Production (patriarchal culture) and Conditions of Recognition (gender, woman’s dead victims of violence, Chilean Code of Advertising Ethic, Chilean Constitution, Conventions for Woman Protection and Human Rights). The advertising campaign produces symbolic violence with collective victimization of Men and Women for contents: Hostile aggression, sexism, prejudice, discrimination, estereotype and violence of gender.

Análisis Psicosocial Jurídico con Perspectiva de Género: Campaña Publicitaria de la tienda FES