The research aims to understand the role of advertising in the construction and consolidation of female ganery representations. Through the viewpoint of the reception studies, in conjunction with the gênery theorisation, it was investigated as adult women to take ownership of the ganery representations in the Bombril brand women campaign. The methodology used, of a qualitative nature, involves exploratory research with the application of a form and the implementation of a focal group with six women. The results make it clear that the recipients understand the strategies involved in advertising and do not fully identify themselves with women’s representations in the campaign studied.