Edward Said defined the term “orientalism”, and explained it as prejudices West (Occident) have towards the East (Orient). In the representation of the East the West uses outdated stereotypes based on the work of Western scholars. This knowledge about the East is perceived and constructed throughout history and various literary sources that often do not provide a clear and distinct insight into the actual life of the Middle East. This ”pre-made“ knowledge created images which are used even today by mass media. Today, visual popular culture is experiencing a global growth. One of the most popular extents of visual popular culture, we are exposed to every day, are advertisements. The aim of this thesis is to recognise orientalism in ads, by deconstructing and analysing different advertisements. By using concepts of meaning, representation and objectificatin the thesis analyses how orientalism is the key instrument in creation of Western identity. The advertisements the thesis analyses are ”Axe's Make Love”, ”Not War advertisement”, ”Barbie’s Imagine the Possibilities” and ”Coca-Cola’s Coke Chase”. These advertisements are full of stereotipical assumptions underlying Western attitudes toward the rest of the world. Along with the questions of dominance and inferiority, the thesis examines the problems of gender, race and ethnicity.