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The analysis of newspaper advertisements from the perspective of the feminist movement in Panama between 1920 and 1959 was carried out with the aim of evaluating print advertising during a period strongly marked by the political and social currents of Panamanian feminism. A qualitative, non-experimental, exploratory and descriptive research design was employed. Through a systematic search in the Digital Newspaper Archive of the Ernesto J. Castillero National Library, 143 advertisements from national and regional newspapers were collected. Of these, 46 were selected and analyzed using the semiotic model proposed by Luis Carlos Toro Tamayo (2008), alongside a timeline that contextualizes key milestones of the feminist movement in Panama. The results reveal a slow transformation of the housewife stereotype into a vainer and more sexualized female image, with limited representation of the political and social achievements gained by women during that period.
