The Master's Thesis deals with the marketing research of the body image meaning in female and male life style magazines chosen. The main aim is to analyze the advertisement using the quantitative content analysis and to identify the most common elements presented, furthermore to analyse these elements based on the data obtained and to find out the difference of human body presented when female and male are the target groups. The secondary aim is defined as to prepare this analysis for the front-page of magazines chosen as well. The thesis is divided to several parts. The first part deals with the basic theoretical background of marketing communication focused on daily press, next section concentrates on the body image issue and self body feeling. The nature of practical section is the content analysis evaluation, summary of data obtained and drawing a conclusion together with marketing suggestion.