Male objectification refers to the portrayal and treatment of men as mere objects of physical desire, reducing them to their appearance and sexual appeal. This type of representation of men in the media can lead to harmful consequences, affect male self confidence, create a distorted image of one's own body and can promote and maintain unrealistic standards of masculinity. The aim of this graduation thesis was to examine the portrayal of men in advertisements for male cosmetics, focusing on the ways in which specific parts of their bodies are depicted. The paper seeks to highlight the issue of male objectification which has received less attention in research compared to the objectification of women. The chosen research method for this study is narrative analysis. An intentional sample of eight television advertisements for male cosmetics was taken. By examining historical narratives it becomes apparent that the ideal of male beauty has remained largely unchanged from ancient times to the present day. Through the analysis of the mentioned television commercials for different cosmetic products for men, the focus on body parts that play a crucial role in constructing the ideal of male beauty becomes evident. The portrayal of the torso dominates, but also hands and face. Almost all of the advertisements feature men with an athletic build, aligning with the ideal of male beauty, thereby conveying the message to consumers that purchasing the product will bring them closer to resembling the depicted men in appearance. By looking at the historical narratives, we can see an almost unchanged ideal of male beauty from ancient times to the present day.