The socially constructed and organized unequality between men and women is one of the major injustices of our times. This article deals with the ways “gender” is reprensented in paraliterary genres, more especially in the advertisements. The first reason is to be found in the ‘overpresence’ of the body, the physical medium which is highly implicated in the network of social relationships that unite the woman and the man for better or for worse. A second reason can be found in the selective distribution of the sexes made by these two advertising photo stories, especially appropriate for comparative research about the way male and female characters are treated in the advertisements.