This research analyzes the representation of masculine body identity in the Adrenaline version Bellagio perfume ad for Success and Casablanca version So Close So Confident. This study aims to examine the representation of men in the form of masculine body and the identity of the lifestyle of male metrosexual. The theory used as a container theory in this research is representation in media, identity in media, body in social society, and masculinity. The research method used in this research is semiotic method, where data analysis technique used is semi fishery of John Fiske with level on level three, that is level of reality, level of representation and level of ideology. While for data technique, done by taking primary data. The results of this study indicate that the representation of body identity in Bellagio and Casablanca perfume ads can be identified: first, through the body as an advertising media commodity that includes the construction of the ideal male body, the body contains elements of sexuality and body as an attraction. Second, the phenomenon of metrosexual lifestyle that includes clubbing culture, narcissistic and supporting attributes that reinforce the construction of metrosexual men. Third, the reproduction of the ideology of masculinity in advertising which involves the process of spreading the ideology of capitalist hegemony through advertising media using cultural values as an idea in advertising, and using common sense in spreading the standardization of the body, lifestyle and other supporting attributes.