Considering the literature about gender roles and gender in advertisement, this thesis analyses the portrayal of Colombian women and men as they are displayed in television advertisements. Through the analysis of 62 Colombian television advertisements we identified differences in the representation of gender. Overall women are overrepresented in advertisements, they appear 1.6 times more than men. It also turns out that the representation of men is more likely to be associated with competence traits while the display of women is more associated with sociability characteristics. Women are more likely to be displayed in the private sphere while men are more likely to be represented in the public sphere. In addition, male characters are often depicted as sick while females are taking care of them. Finally, we observe that advertisers emphasize more the physical appearance of women and unlike females, when it comes to promoting a product for physical appearance for males, advertisers emphasize more the romantic or sexual gain that males can have in using the product.