The purpose of the media today is not just to inform and entertain viewers, readers or listeners - it strives to gain the benefit of selling their advertising space. The media produces and maintains stereotypes about women and men, giving them the roles in which a woman is most often a beauty, a sex object, a housewife or a mother, while men attach to the role of a business man whose physical appearance and years do not know the discrimination. Since the media is present in the lives of people on a daily basis, this paper aspired to find out how Story and Gloria magazines show women in ads in order to explore the contemporary ideal of beauty and stereotype in the representation of a woman's body. For the purposes of the research, a detailed matrix was developed which analyzed all the characteristics of the ads published in the magazines during the month of May 2016. The main purpose of the paper was to point out the existence of a distorted image of a woman's appearance, to determine how ads in magazines show women and a woman's body, do they promote unrealistic ideals of beauty, encourage women to lose weight and what products do they most commonly advertise. A total of 251 ads were analyzed and the stereotypical representation of women was confirmed, ads were showing extremely skinny women and muscular men and promoting the culture of youth like something women should aspire, because old age is something that can and should be prevented.