Old-fashioned images On the surface, very little seems to have changed since Goffman's analysis. His research is not entirely comparable with those of GEMMA, because it refers to different times, contexts and media, but the majority of the representations found have more than one point of contact with the Canadian sociologist's investigation. In particular, Goffman's role function, i.e. the association between masculinity and positions of power and femininity and secondary tasks, often linked to managing the home and taking care of the family, is also found in the majority of our sample, populated by many housewives and few workers. Our data also confirms Goffman's description of the man as “naturally” fit into the workplace, well dressed and in control of his emotions (seemingly cool and controlled in 65.2% of cases). the presence of detailed shots of the female body, typical of the ritualization of subordination, can be found in the GEMMA sample: over 90% of the close-ups are female. Many of the female figures analyzed seem to be a crystallization of traditional advertising models. The image of wife and mother prevails over the others. She is a simple and loving woman, with a reassuring bourgeois beauty. A figure that often coincides with that of the housewife. Its model is well represented not only in the many commercials for cleaning products, but also in food ones, such as in the commercials for snacks for children or pasta for the family. An interesting example comes from the Findus advert for the Four Sautés in the Pan ready meals, in which typical registers of Italian advertising from the 1960s are used, speaking to a woman who is defined first and foremost as "mother" and "wife". The…… middle of paper……azine advertisements”, Journal of Advertising Research, 14, August, 41-46. Soley L., Reid L. (1988), “Taking it off: Are the models in magazine ads wearing less?” Journalism Quarterly, 65, Winter, 960-966.Tota A. (ed.) (2008), Gender and media. Towards a sustainable imagination, Meltemi, Rome.Venkatesan, M., Losco J. (1975), "Women in Magazine Ads: 1959-71," Journal of Advertising Research, vol. 15, October, 51.Wagner L., Banos JB (1973), "A Woman's Place: Subsequent Analysis of the Roles Portrayed by Women in Magazine Advertising," Journal of Marketing Research, Vol 10, May, 213-214. Wardlow DL (1996), Gay, Lesbian and consumer behavior, Haworth Press, New York. Zatta S. (2004), “Group photo with lady. Iconographies and stereotypes of the feminine”, in Canova G., Dreams of Italians in 50 years of television advertising, Mondadori, Milan, 191-196.