Image of women in magazine advertisements

In addition to many other features, people appear in magazine advertisements with their gender characteristics. The concept of biological and gender varies according to existing cultural and social characteristics. The characteristics of being a main character for house life, being a mother, being a wife, doing houseworks, being a beautiful woman and sexuality , which society imposes on women and femininity, have been changing in recent years, and this change also makes itself felt in the field of visual design. In Turkey, there have been changes that reject the male-dominated culture in the display of the female image in magazine advertisements. Although the images of strong women and super women have begun to be shown in magazine advertisements, the traditional attitude predominates. With the phenomenon of globalization that has changed from the past to the present, the aim of advertising has been to attract the attention of the target audience rather than giving information about the product. This means that the message given in advertisements today is aimed just for purchasing. The image of woman used in magazine advertisements is given in accordance with the dictates of the male-dominated society. Therefore, in magazine advertisements, women are wanted to be a beautiful woman by imposing this image. In addition to these, signifier and displayed meanings of the woman image used in magazine advertisements to support the research. Keywords: Woman, Image of Woman, Magazine, Advertising.