In his talk, Méndiz discussed the false depictions sometimes generated by advertising and the distorted images surrounding who we are, what we aspire to and what we desire, both as people and as consumers.  According to Méndiz, “advertising corners us into thinking we only aspire to a determined set of values (i.e. comfort, seduction, personal image, social success, etc.) because this is what sells. But we all have other, less ego-centric aspirations such as friendship, affection, tenderness, solidarity or love”.

The Faculty’s dean also spoke of the falsification of images by means of photo retouching, and how “this has significantly contributed to a desire among young people for impossible bodies, often generating frustration about themselves and contributing to a rise in eating disorders such as anorexia or bulimia”. He also highlighted the abuse of photo editing software used to retouch images destined for cosmetic product campaigns, which promise rejuvenated skin by showing adult models with a youthful appearance. However, in actual fact, this skin is the result of photographic retouching and not of the advertised product.

Finally, Alfonso Méndiz addressed the relationship between advertising and self-esteem. He said that advertisements can cause consumers to feel "disappointed or frustrated" because they feel they do not reach the standards of beauty being marketed, but he also stressed that "advertising can help to build self-confidence and show us how happy we are or could become". By example, he explained how very successful campaigns such as Lancôme’s Are we happy? released last year in Spain, or John Lewis’ International Women’s Day campaign Always a woman, aired in Great Britain, showed countless women their true value and their wholehearted contribution to family, work and society.