In Italy for decades large billboards on streets have displayed, and still do, imagery with heavy allusions and sexism exploiting the female body to allure the male public. Almost naked women sit on cars, sell roofs, announce discounts and sales accompanied by text including a play of words that has clear sexual references. The text renders the ad vulgar and degrading as it highlights the clear objectification of female bodies and is accepted and warranted in the context of a clear and normalized unbalance in power between male and female in Italian society. Thus, such billboards serve as manifestoes of a patriarchal culture and society.