Purpose: The objective of the thesis was to examine representations of men and masculinity in fashion advertising. Furthermore it aims to investigate hidden meanings in the fashion ads related to theories surrounding masculinity, identification and the sexualisation of media. 

Theories: The theoretical framework is based on existing theories and previous research regarding masculinity, identity, sexualisation of media and semiotics. 

Methodology: The method used was a qualitative approach and is based on a content analysis from a semiotic perspective. The research was conducted on print advertisement campaigns for Tom Ford, Dolce & Gabbana and Versace, published between the years 2007-2015. 

Conclusion: This thesis demonstrates that there were many common patterns between the fashion ads, many of which have been considerd feminine traits in past gender studies. According to the research, male representation in ads have both increased and gone through a shift in representation. The results of this study conclude that men in fashion ads are portrayed with traits often associated with feminine depictions and also showed that men are characterized in an objectifying manner. This was mainly identified through two different types of masculinities that cater to different viewers, one type of masculinity was found characterized as seductive and the other as an idol.