Społeczeństwo – tożsamości – obrazy. Kobieta i mężczyzna w czasie pracy i czasie wolnym w przedstawieniach saotomejskiego malarstwa reklamowego

The main aim of this article is to present the results of research of the São Toméan advertisement painting phenomenon. Visual discourse analysis methods were used during the research procedure. The first part of the article presents various types of research on advertisement painting and the basic characteristics of this phenomenon in West Africa. The next part of the article describes the empirical methods used to analyse the visual discourse of São Toméan advertisement painting. The main part of the text presents an analysis of empirical visual material focused on the discursive construction of identity strategies towards production and work, leisure and consumption, as well as gender.