Although society has made significant strides in embracing multiculturalism and diversity among people, when it comes to gender stereotypes where the media play a leading role in their construction and transmission, numerous studies show that there is almost no improvement. The aim of this thesis was to investigate the presence of traditional gender stereotypes concerning men and women by analyzing Croatian edition of Men's Health magazine. This magazine, with Men's Fitness, is ranked worldwide as the highest quality representation of men's lifestyle magazines. The research also wanted to gain insight into what beauty ideal for men and women is glorified in the magazine. The content analysis sample consisted of six issues of magazines from June 2018 to April 2019 and included the analysis of: six front page photographs and 52 front page titles, 33 articles (and titles) announced in the content with 66 accompanying photographs. From the obtained results, it is noted that various forms of gender stereotypes are present in the magazine. Thus, the front page of the magazine is most often adorned with the athletic body of a man, which is also noted in most of the photographs in the article, while women are mostly shown thin in the medium (waist shot) and medium-long shot (American shot), while close-ups were used to depict a minimally covered intimate body part. The main actors in the articles were mostly men in the role of trainers and athletes. Unlike most previous studies that have shown the media to portray women as mothers, caring wives, and sources of sexual satisfaction, only the latter form could be confirmed with this research. The relationship between man and woman was described as negative, troublesome and confusing, while on photographs it was portrayed passionately, almost erotic, in graphic equipment. Also, more than 70 percent of images of men and women were taken indoors, which may suggest the intention of the author to later refine the photograph for the final version, in order to give the models an unrealistic representation of the human body in relation to reality. Along with the fact that the magazine is dominated by muscular men and thin women, ageism or media's preference for portraying younger people was also detected.