Miguel Angel Melero Arconada is professor of secondary education specializing in Spanish language and literature in the IESO of Paredes de Nava (Palencia). His extensive experience in teacher education has focused on the integration of teaching advertising and media in the area of ​​language. Besides different theoretical papers on advertising copy, work proposals have vertebrate critical analysis of advertising communication with values ​​education. He has emphasized the influence of advertising on the construction of adolescent identity and the persistence of inequality between women and men. Currently working on the analysis of masculine identities, as well as proposals for teaching citizenship education in secondary education.