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The Spanish Habsburgs took part of a very challenging era: Charles V was the most important ruler of his time, controlling a large part of Europe, and his successors had to maintain the grandeur of the dynasty after him. This heavy burden was difficult to handle for Charles’s successors, and every means was good to reach this objective. Iconography, self-advertising through image, was essential. But did the Spanish Habsburgs have a distinctive iconography, or did they use the same tools as the other rulers? We’ll see that Charles V was a major contributor in forging the image of the Habsburgs, and that there were indeed specific images used through the dynasty. We’ll analyse how classical and religious images were employed, and the importance given to religion. Finally we’ll question the effectiveness of such imagery.