Modern media, predominantly television and the internet, share the greatest responsibility for creating gender stereotypes and prejudices. By consciously using and repeating stereotypes that are already deeply rooted in society, they create distorted perceptions of women's position and role in society at the unconscious level of the recipients of such messages. Despite the modernization of society, feminist movements and the struggle for gender equality, such stereotypes are becoming very resilient and change is insignificant, almost non-existent. The difference in the portrayal of women and men in the media is unquestionable, particularly in the advertising industry where the only role of a woman is to provoke lust for the advertised product or service (Sarnavka, 2010). The main characteristic of a woman in the media is her physical appearance, which is very often unrealistic and serves to encourage the creation of an ideal beauty that is superficial and unattainable, and leaves great consequences for one's self-confidence. „Sexual objectification of women in the media is the most common, almost the only way of portraying women, and as a result it supports a gender stereotyped society in which men have a more dominant role over women“ (Brkić Klimpak, Lubina, 2014: 213). Such a portrayal of women has a major impact on the perception that society creates and it is very important to change it in order to change both the stereotypes and the prejudices in society.