Machismo or the idea of ​​"Macho Man" can be seen as a set of beliefs, customs, attitudes and even a culture, which deems that men are superior in intelligence, strength, and other abilities to women. Those who believe in it or who were raised by it think that the man is in control of decisions and choices, that he can control women as he pleases. Masculinity or what we often call machismo has been a problem in society for centuries now. Marvin Harris, in this book "Cannibals and Kings, The Origins of Culture" proposes that the origin of this culture is not given to the aggressive nature of man but to demographic and environmental pressures. He suggests that the origin of male supremacy has its origins in the need to keep the population rate under control, the central point of Harris' theory being the sexual freedom of women in relation to birth control. To understand the notions of this custom, it is necessary to go back a long time. Ancient societies based their economy on hunting, and here we can observe the first division of labor between men and women. The males had the mission of procuring food for the house, this food usually consisted of wild animals to be hunted in groups, and the women were responsible for parental care and housework. This social division of labor becomes part of the human settlement; these were anatomical differences that gave women a better chance of caring for children and especially the ability to breastfeed. Subsequently, male work begins to be attributed, while female work is seen in a more passive way and not strictly linked to the iconic religious model of the collective imagination of men of the time, all the gods, powerful warriors, should have the image of the hunter fierce and skilled, so is the...... middle of paper......Cervantes (2006). A new understanding of the macho male image. Ceulemans, Mieke and Guido Fauconnier. "Mass media: image, role and social conditions of women". Global Media Journal June 2012: 1-79. Infante, Rosa (2008): Cit. in “El aroma, arma de ventas”, El País, 25 de mayo de 2008.Instituto Andaluz de la Mujer (2003): El análisis de la publicidad. Guidelines for a critical lesson. Junta de Andalucía, SevilllaMárquez Guerrero, M. (2007): “Análisis semiótico del concepto actual de “Belleza” en la publicidad dirigida a la mujer”, Trastornos de la Conducta AlimentariaPuleo, AH (2007): “Introducción al concepto de género” , in Plaza y Delgado, 2007. Solana, D. (2007): Entrevista en “El nuevo marketing 2.0”, Interactiva Digital no 79, abril de 2007.Yrache Jiménez, L. (2007): “Imagen de la mujer y el hombre en publicidad”, in Plaza y Delgado, 2007.