The first part of the thesis will describe in more detail the media and its role, which is to say, what it is influenced by today and what buzzwords are attached to it. These would be, for the media and especially advertising, consumerism, mass and popular culture. Furthermore, ethics and a code of ethics are the fundamental discussion and idea of the paper. The paper will show laws and organizations that regulate the media presenting the way gender and gender roles are portrayed. The notion of sexuality and sexism are terms that are part of the daily advertising and marketing tricks. "Sex sells". It’s a phrase that best explains the functioning of the media, especially advertising. These concepts are defined to make it easier to understand the differences between them. The second part of the paper deals with advertising, or rather the objectification of bodies in advertising. This sets up the most important part of the discussion, followed by the research part itself. Here are presented examples of commercials that are acceptable, or for the most part not acceptable and also gender stereotypes that are endorsed in commercials and beauty ideals of women and men which are forcibly imposed on us. Analyzing the content of commercials on national television is a major part of the work from where everything else is derived. The categories on which the research was based upon, were laid out by Caroline Heldman and her SOT - the “sexual object test” which measures the extent of sexual objectification present in images and the relation to seven issues that are explained in more detail in the paper. Finally, in the “Discussion” chapter, the hypotheses that have been put forward, the results derived from the data of the research part of the paper have been refuted or proved.