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Recently, one of the prominent subjects is the consumption for the body, its promotion and the result where the body becomes the subject of the consumption. Thus, the construction of the body as a consumption object and its permanent re-construction became a never ending ‘project’. There is no doubt such commodification and promotion become public through the media. Inevitably, such attention brings the researches on body policies in academic field. However, there is a serious shortage in Turkey on this kind of academic researches. This study was designed to contribute to the knowledge in the academic field. The basic aim of the research is to examine the structure of the nature of the body construction in the advertisements of the aesthetic products in Turkey. Therefore, the Cosmopolitan Magazine that is the women magazine to sold most in Turkey. The advertisements in the magazine in 2013 were scanned and 65 aesthetic product advertisements were found. These advertisements were analysed for their content with reference to the research questions. In the analysis, the matters like frequency of the advertisements in the magazine according to the months, distribution of the advertisements according to the body parts, negative and positive expressions in the advertisements on the appearance of the body, the images to be used in advertisements, the messages to be given for the use of the products and the slogans in the advertisements are considered. The analyses indicated that the aesthetic product advertisements are mostly published in February, March, April and June prior to the summer, the face is the part which aesthetic product advertisements mostly promoted, the younger and perfect appearance is given as the positive characteristics unlike other such as tired skin, aging skin and wrinkles on the skin. In order to be relied by the reader in the advertisements, the test results of the product and possible outcome after use are seen as to be included. Ozet Son yillarda artarak ilgi odagi olan konulardan biri de beden icin yapilan tuketim, bu tuketimin tesviki ve bunun sonucunda bedenin bir tuketim nesnesi haline gelmesidir. Oyle ki, bedenin tuketim nesnesi olarak insasi ve surekli olarak yeniden yapilandirilmasi bitmeyen bir ‘proje’ haline getirilmistir. Şuphesiz bu tur nesnelestirme ve promosyon cesitli iletisim medyasindan gecerek yayginlastirilmaktadir. Bunlarin bir sonucu olarak, bu tur ilgi akademik alanda da beden politikalari ile ilgili arastirmalarin yapilmasini beraberinde getirmistir. Fakat Turkiye’de bu baglamda ciddi bir arastirma eksiklikligi bulunmaktadir. Bu arastirma bu eksikligin ortaya cikardigi akademik bilme gereksinimine katkida bulunmak icin tasarlandi. Arastirmanin temel amaci, Turkiye’de bedene iliskin insalarin estetik urun reklamlarinda yapilandirilmasinin dogasini inceleyerek var olan bilgiye katkida bulunmaktir. Bu amacla, Turkiye’de en fazla tiraji olan kadin dergisi Cosmopolitan inceleme icin secildi. Derginin bir yillik reklamlari tarandi ve 65 estetik urun reklami bulundu. Bu reklamlarin, arastirma sorularinda belirtilen amaca uygun olarak,  icerik analizi yapildi. Analizde, aylara gore reklamlarin dergideki yayin sikliklari, beden bolgesine gore urun reklamlarinin dagilimlari, bedenin gorunusune iliskin reklamlarda yer alan olumlu ve olumsuz ifadeler, reklamlarda kullanilan imajlar, ilgili urunlerin kullaniminin tesvik edilmesi icin verilen mesajlar, urun reklamlarinda kullanilan sloganlar ele alindi. Yapilan analizde, estetik urun reklamlarinin en fazla Şubat, Mart, Nisan ve Haziran aylarinda yaz donemine girme oncesi yayinlandigi, estetik urun reklamlarinda en fazla yuz bolgesine odaklanildigi, dis gorunuse iliskin olarak genc ve kusuruz gorunumun olumlu ozellikler olarak verildigi, olumsuz ozelliklerin ise cogunlukla yorgun cilt, yasli gorunum ve kirisik cilt oldugu bulundu. Reklamlarda okuyucuda urun kullanimina iliskin guven saglanmasi icin, urun kullanimi ile ilgili test sonuclari ve kullanim sonucunda meydana gelecek olasi etkilere yer verildigi goruldu.

uluslararası i̇nsan bilimleri dergisi

Aesthetic product advertisements on the construction of woman body as a consumption object: An example of Cosmopolitan Magazine&lt;p&gt;Tüketim nesnesi olarak kadın bedenin inşasında estetik ürün reklamları: Cosmopolitan Dergisi örneği