Coffee is much more than a beverage, it is part of a history marked by colonialism and the evolution of gender norms. Through a corpus of posters, this dissertation explores the role of coffee in advertising as a reflection of social and cultural developments. This paper highlights the ability of advertisements to convey messages, while raising ethical questions about the exploitation of clichés: starting with the integration of coffee into our daily lives, then taking an interest in the campaigns that have exploited the figure of the exotic to attract European consumers and finally analysing the evolution of representations of women and men in advertising campaigns. In conclusion, I open up my research into designing spaces and objects, focusing on more ethical approaches, valuing history
