Media that transcend cultural and personal values is an important part of the individual world and because of their omnipresence, it is sociologically relevant to analyze the content that the media communicates, and increasingly transcribes erotic content for the purpose of more efficient sales. With the already established fact that consumer culture, and so the media in it, is the place of producing gender prejudices and stereotypes, the focus of this research work is the use of the representation of a female body in media advertising. Specifically, the paper aims to analyze in what way, to what extent and with the purpose of displaying the female body in the advertisements contained in the Cosmopolitan and Men's Health journals, which served as a sample - as one of the best-selling magazines for women and for men, in Croatia. The media presentations of the bodies in the media have already been discussed in the context of Croatia, but in this paper, it was intended to find out how many women are represented in the advertising content in the mentioned magazines, and to what extent are women exposed, nude, without clothes prominent physical attributes. The paper shows that women are more exposed than men, in magazines intended for men and women, but much less in a magazine intended for men. The naked female body does not appear to a significant extent, as well as its individual body massages (legs, hips, breasts ...), but the majority of the advertisements appear in a female face, mostly in advertisements that promote hygiene products, pharmaceuticals products, nutrition - and the assumptions of this research have been denied.