In a world where everyone has something to sell or promote, advertisements are created as the perfect way to capture the attention of the public and potential consumers. As such, advertisements often feature models of male and female bodies in order to promote certain products in the most attractive way possible. Through the objectification of physical appearance as well as the sexual objectification of the body, men and women in advertising content represent an ideal that is desirable to follow. The bodies of men and women are exploited and objectified in order to convey a message about a particular product or service offered to the market and consumers. The point is to remain memorable and inspire some kind of desire in the best possible way, through posing, make-up, clothes, body shape and the like. This research sought to gain an insight into the portrayal of the physical appearance and objectification of men and women in the advertisements of the magazines "Cosmopolitan", "Men's Health" and "Playboy" from 2018, 2019 and 2020. The assumption was that there would be a difference in the frequency of depiction of men and women with regard to the magazine, as well as a difference in the depiction of physical appearance and sexual objectification with regard to gender in advertisements. Research on the objectification of men and women was conducted using the quantitative method of content analysis on a sample of 265 advertisements in which 369 bodies were analyzed. As part of consideration of the category of objectification of physical appearance, indicators were set that examine different physical attributes and parts of the body. In the case of consideration of the aspect of sexual objectification of the body, indicators were set that examined the clothing and body position of men and women. The obtained results suggest that the advertisements in the analyzed years and the mentioned magazines differ in their portrayal of men and women with regard to certain indicators, but no significant difference was shown in the portrayal of men and women with an emphasis on objectification.