The present thesis analyzes masculinities which are constructed through the images of men in the advertisements of such men's lifestyle magazines in Ukraine as EGO, XXL, and Men's Health. The current author hypothesizes that 'macho' notion of masculinity is eroding while metrosexual masculinity pattern is becoming prevalent in the chosen set of men's lifestyle magazines in Ukraine. The current analysis substantiates the fact of women being the audience of men's lifestyle magazines, which, as the author argues, influences the set of commodities advertised and the compositions of the...