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The research focuses on the presence and stereotypes that different ethnic groups have and how they are projected in Panamanian advertisement /media. The main objective is to evaluate the role assigned to these groups within the printed publicity in Panamanian newspapers and if they are represented in roles that relapse into stereotypes. An integration of quantitative and qualitative methods was made in which a content analysis was carried out. This entails 360 copies of the 4 most popular newspapers in Panama during a period of 3 decades. Subsequently, 6 creative directors were interviewed who broaden the topic of the use of ethnic diversity in Panama ́s advertisements. The main conclusion tells us that

Presencia y estereotipos de grupos étnicos en los anuncios de prensa en Panamá Años 1998, 2008 y 2018