As Freeman and Merskin state, “…ads that focus on a solitary, sexualized woman doing something seductive while eating a hamburger, the flesh of humans and non-humans becomes the focus of the camera. implicit heterosexual gaze” (470). In other words, Freeman and Merskin object to the use of women to make an advertisement more interesting in order to attract more customers, especially male customers. Indeed, this is the role of women in Tui advertising. The women are on the sidewalk making seductive gestures that attract the main character's attention, these "temptations" are what he must overcome to achieve his goal, he thinks about the beer he will get and that helps him stay away from distractions. This is the message that the media brings into our homes: women are just beautiful objects who should look good. Additionally, women are not always present in advertisements; according to Freeman and Merskin, "...occasionally, women enter the story, usually as decorative objects or as a symbolic 'other woman'" (461). When women enter the scene, they represent a concept of beauty; makeup, provocative clothing, voluptuous body and silent attitudes are the characteristics that they show to the public as the perfect woman. Several women appear in Tui advertising; However, they play no significant role, their performances barely lasting five