This paper focuses on the way men and women are pictured in advertising today. Researchers have previously found stereotypes of men and women to be frequent in advertising. Men are often depicted as more active and more focused on achievement and having fun. Women, on the other hand, are often pictured as housewives, homemakers and caretakers. They also seem to be very concerned about beauty. However, beauty and fashion is something that men are also more and more confronted with in advertising. In this paper I have looked at the messages displayed in advertisements in magazines for men and women and the purpose was to study the messages displayed in both texts and pictures in order to see if they used sex role stereotyping. A second aim was to identify the implied reader in the advertisements. Six questions were posed: How are pronouns used? How are adjectives used? How much text is used? What do the advertisements tell us about men and women? Do they use some kind of stereotype, and if they do, what sort of stereotype is used? And who is the implied reader? By doing so, I tried to investigate if the language and the pictures in the ads support and use stereotypes of women and men. My investigation showed that almost half of the advertisements used some kind of stereotype. It is clear that advertisements use sex-role stereotyping and that men and women are often pictured differently. A tendency to promote ideals and role models is something that is common in advertisements aimed at men and at women. The language also differed to some extent between ads aimed at women and ads aimed at men, for instance when it came to the amount of text and the number of adjectives being used.