Advertisement is a major and inseparable part of the media and it has a great impact on today's society. The modern media today, especially television and the Internet, are closely linked to the production and personification of cultural identities. Namely, by consciously using and repeating the stereotypes by the information recipients on a subtle level raises the archetypal peculiarities of men and women who are already socially constructed in the gender category. Once adopted, such gender stereotypes are extremely resistant to changes due to new information, turning into patterns that are taken as a representative way of thinking and dealing with other people. The goal is to keep the attention on the advertised product and affect the individuals psyche. One of the ways of keeping the focus is by using a woman's body and often only her sexualized parts, where women are often indentified with the product and are presented as a product. Also, sexual objectification of women leads to tolerance of any form of violence directed against them, and supports a gender stereotype society where a man is the dominant one and it is normal to have power over women. It is important to understand that such advertisements have a great impact on society and that, by reducing such displays, it can contribute to a healthier and more just society. The difference in representation of women and men in the media is indisputable, and as the advertising industry main purpose is to attract the attention and sell the product, more than often it is the only function of a woman and a woman's body. Contemporary fashion industry, as well, is present today thanks to the media that are allowing the industry to be present now and here, where women's fashion leads given the fact that in time it has become more daring, free and open, and it is imposed on the world under the auspices of stylism and imperatives of attractive appearance. By forcing the physical appearance, it forces an ideal of beauty on women, that in principle is superficial, useless and elusive, behind which seemingly stands success and money, while women themselves are being objectified in representation of that. Since sexism as a prejudice or discrimination based on sex and gender, mostly relates to negative objectification and sexualisation of women, it opens up room for critical questioning of such stereotyped representations that are increasingly becoming media dictated and which, in the long run, by manipulating the perceptions of recipients can have harmful consequences on their everyday life and their personal value system.