The concept of beauty is nearly impossible to define universally. However, different communities have had varying ideas of masculine beauty throughout history, based on time, geography, and cultural context. Due to the obligatory marketing imposition of products on customers, the rise of the media enabled advertisers to reach a bigger audience while putting consumers in a potentially perilous position where they cannot discern actual from artificial requirements. Given the existing void in the Croatian academic arena, and the rising advertising pressure on the public, this thesis intends to shed light on the imposed ideal of male attractiveness in advertisements for perfumes and underwear. The primary purpose is to confirm the methods through which the enforced ideal of masculine beauty is represented, as well as to demystify the narrative elements as well as the advertising and media strategies that present unattainable goals to the public. By analysing the storylines, it has been determined that fragrances and underwear endow the heroes of the advertisements with mystical abilities, transforming them from their initial unfavourable situation to a state of well-being. Furthermore, the study has proven that well-defined Apollonian muscles play a significant role in portraying the ideal man. While the study's findings should not be extrapolated to a broader sample beyond the one studied, it serves to encourage media consumers to critically consider the media content and messages they are exposed to on a daily basis. The study may serve as a starting point for future research, as well as an incentive for advertisers to incorporate more inclusive images of male attractiveness in commercials.