||The thesis mainly investigates the representation of the fit body image in food advertising in Taiwan. I argue that the fixed and gendered representation of the ideal body image in food commercials reveals the way which modern people perceive their bodies. Chapter One explores the social advantages the fit body could attain and the gendered representation of the ideal body between men and women in food advertising. Chapter Two discusses the unfit body as a kind of stigmatized identity in food advertising. Chapter Three examines another type of bodily representation as “grotesque” in the commercials of junk foods in Taiwan. Chapter Four concludes the thesis and tries to bring forth further academic interests in the field.