Body and corporeality have been lately becoming more and more current topics in sociological research, unlike before, when they had been given no greater importance as a separate segment. With the growth of interest for the body in general, attitudes, perceptions and lifestyles of individuals also change. Postmodernism, imbued with consumerism in all its segments, is an ideal opportunity to manipulate all social actors in creating an open space for work on one’s own body and stimulating the achievement of an “ideal body” – one which has been changing throughout the past, especially if observed in relation to gender. According to the social changes which have set in, from a woman always being (shown as) inferior to a man, to the latest equalization of their roles, changes have been noticed in behavior patterns of both genders, as well as in the portrayal of men and women in the contemporary world of advertisements, whose influence is not insignificant. In this research, quantitative visual analysis has been used with the aid of a data entry protocol: advertisement features and man – woman relation. The sample consists of advertisements in the female magazine Cosmopolitan and in male magazines Men’s Health and Playboy (all issues 2012-2013 and 2015-2016). Analytical categories used have been taken from Goffman (1979). Those advertisements which feature man and woman together have become part of the analysis, with the overall aim being to establish body rituals in male – female relations in magazine advertisements. Research has shown that there had been a change in the representation of men and women 2015-2016, in comparison to 2012-2013, whereby the female body is represented less in accordance with the stereotypes which were associated with women over the previous years, with the media tending to represent male bodies in a new light, in which they had never been shown before, i.e. as taking over body positions and movements which used to be characteristic of female bodies exclusively.