In my thesis, I analyze Gillette television advertisements from the 1990s to the 2010s, intending to point out the ways these commercials represent male and female gender, what gender and sex role expectations they contained, and what messages they implied about the gendered bodies through the action of shaving. I argue that Gillette’s advertising, in terms of both men's and women's products, has a prominent role in reinforcing social expectations in connection with female and male bodies through the depictions of the practice of shaving, and thus, has messages about the perception of male and female gendered body and roles with its imagery. There is a need to detect and decode gendered items and hidden meanings because advertisements often show sexualized, gendered, and discriminatory messages, directed towards the target audience and possibly influencing them. I analyzed the advertisements in what ways advertising and social forces are connected and cooperate and influence society, how the clear-cut societal expectations in American society are represented in the commercials, what messages are reinforced about body hair and hence, the male and female genders, their characteristics of gendered roles itself by Gillette. My methods of analysis include critical discourse analysis and the usage of findings from various interdisciplinary research materials. With the help of the processed material, I approach the consulted advertisements from sociological, popular cultural, marketing, and qualitative aspects to thoroughly decode most aspects of gender and sex role presentation and beliefs behind these commercials.