perceptions and behaviours by which men and women are governed and adopt as natural and logical (Aranceta & Serra, 2006; Yoon & Shin, 2017). Body reality has become and expressive symbol of the individuals´ positioning within society. Thus, the social value that the body acquires implies being a means of personal fulfilment and development with the objective of reaching an imaginary ideal (Cantero, 2008). The maintenance of the body and its superficial representation (appearance) has become a necessity and, sometimes, an obsession of the current consumerist culture.

On this matter, this somatic culture that, a priori, would not have to be or imply something pernicious, enters into a vicious circle in which, on the one hand, the bodily ideals to be attained are promoted and, on the other hand, the individual is increasingly distanced from them. It is here when health can become obsession; when the individual strives to achieve the ideal regardless of the “price”, physical, psychological or even monetary, he has to pay.

Advertising feeds on metaphorical constructions about sexuality and the body that have been consensual and socially stereotyped. The advertisements and, above all, for beauty and aesthetics products now present a human body drowned by a metaphorical and commercial figuration of perfection and happiness; a perfection symbolized through slender and slim catwalk models, and depilated and sculptural muscular men (Yoon & Shin, 2017; Pérez Gauli, 2000).

The “ideal” physical aspect, socially transmitted by the media and advertising, influences the establishment of judgement and social relation about ones´ own body image or that of others. The canons of beauty can influence our self-esteem and respect for our body in a greater or less correspondence (Fanjul & Gonzalez, 2011). When a subject (man or woman) responds to physical stereotypes, it is admired, desired and even envied by both sexes. When a man perceives a woman who responds to the idealized body, they consider her attractive, sexual, beautiful and successful but also, at times, superficial or unattainable. Also women, when they perceive a man with a defined and athletic body, consider it attractive and desirable, but also terms as conceited or arrogant. These perceptions are produced because an internal conflict is established between the perception of beauty and the appraisal of the own body reality.

1.2. Advertising models, teenagers and Internet

In the 21st century mans´ appearance has acquired proportions never seen before in western history. This masculine physical aspect massively promulgated by advertising and media is internalized, elevated and sought by men, either consciously or unconsciously. The further this ideal is from their body reality, the more dissatisfied they fell and think that, by approaching it, they will be able to re-establish self-confidence, thus achieving success at all levels (León, 2001).

Due to their influence and social repercussion, the advertising of certain products and the models represented there, implies one of the factors of the social macro-environment that influences the origin and development of these obsessive diseases and pathologies therefore promoted, amongst other variables, by the stereotyped and refuted use of the idealized image of men and women to attract the attention and interest of certain audiences and thus promote a purchasing attitude on the products or services advertised.

In today’s advertising, special importance is attached to everything that symbolises youth. Hence, a muscular body is predominant as that of a male image in the advertisements, but clean and with narrow hips like those of an adolescent; that