Through an investigation that semiotically describes the construction of women's identity developed in Chilean society from 1900 to today in its advertising graphics in magazines and media, at least three types of radically very different construction are detected that allow us to understand that Notions of gender are not biological, but generated by society. Thus, we detect: a) female housewife from 1905 to 1945. A gradual change in 1915: working to help her husband, 1945: right to vote, First Woman Doctor, among others; b) independent woman, worker in 1963-1972 structuring a new visual syntax (González – Ortiz); c) empowered woman 2018 to date encouraged by the feminist movement: Men-women salary equality, Inclusion, Reproductive Rights, expressed not only in the media but in the reality of Chilean civil society: man-woman parity in parliament, in drafting the constitution , majority in ministries. From the analysis of fragments, a difference is detected: if before the body, and with it, identity, had to be molded to cultural demands (detected by Traversa in 1920), today it is the opposite, the body expands in clothing, clothing and The accessory is an extension of the body, since the woman positions her role in society, from within herself. From a theoretical and methodological point of view, anthropological research in Chile (Montecino, Kirkwood, Gálvez, Larrondo, Ponce) was connected with semiotics on advertising image (Barthes, Péninou, Semprini, González-Ortíz, Traversa), and semiotic knowledge on digital media. (Bonaccorsi).