The myth of healthy living in advertising

Advertising, which has become a part of our daily life, is an important source of information in defining our needs. This situation emerges as a reality of commodity-centric consumption markets. The expansion of the consumer markets depends on advertising strategies that take commodities beyond their use. The success of an advertising that triggers consumption requires that the target audience should be able to determine their feelings and attitudes well. Today, strong demands for "ideal" life forms such as "natural", "healthy", "young" and "beautiful are the main motivations of advertising strategies. These demands, redefined by mythical interventions, establish the body in line with a consumption-oriented morality. The body reconstructed by fetishization is reduced to the object of consumption. This thesis investigates how these processes, which are rationalized with 'the myth of healthy living in advertisements', perform qualitative analysis with a semiotic perspective.