The research discusses the concept of identity, its types, the societal identity, the concept of values women and their types, the classification of values and the concept of ethics, theories of human values to measure the ethics of advertising, the positive change in the recipient's attitudes, the Egyptian declaration and values, and it also discusses. Egyptian advertising: The personality of women in advertising design, character design, then the characteristics of designing the woman's personality in advertising, the use of women as an element of attraction in advertising, and how to build a positive mental image of women in advertising design, then discuss the exploitation of women in advertising, and the positive effects of good employment of women in Ads, and design elements And its determinants, then the social and moral responsibility of advertising, and how to deal with the problem of negatively exploiting the image of women, the controls that regulate advertising practices, then the descriptive and analytical part of the research, the results of the research and its recommendations, and finally the research references.