As the role of women in Romanian society has undergone changes in time, so the image of female characters in the commercials running on national channels has suffered a process of diversification. In accordance with the view that television is a primary storyteller, it can be viewed as an important agent of socialization. The stories appear in the news, reality programs, dramas etc and, last but not least, in commercials. Multiple layers of perception overlap, and thus the potential consumers are left to develop meanings. The present paper is intended to be a semio-stylistic analysis of relevant commercials appearing on Romanian TV channels in the period 2014-2016. The aim is that of identifying gender roles and the way in which they co-exist in the general perception of the dichotomy masculine/feminine in Romanian society.