In the context of semiotics the commodification of the body as a consumption object in advertising

Advertisements are an important source of information that leads individuals to consumption with various myths/rumors. The body is one of the advertisements that leads people to pleasurable and symbolic consumption patterns. The purpose of this study is to show that advertisements support different consumption patterns by using the rumors that tame the body with their emotional aspects of people. How advertisements support consumption by commoditizying the body, determined by purposeful sampling method within the framework of the concepts of semantic, connotation and myth using Roland Barthes' semiotic analysis methodlt was analyzed through advertising samples. This study is important in that it shows that the uniform idealized body perception offered by advertisements and that the body is commodified as an object of consumption with what is said to appeal to people's emotional aspects. During the time periods limited to October 2019 and March 2020, four TV-broadcast advertisements in the clothing, food and cosmetics sectors, a total of twelve advertisements were analyzed using the semiotic analysis method. From the clothing industry; LC Waikiki, Mavi, Mizalle, Penti; Activia, Biscolata, Eti Karam Gurme, Falım from the food industry; Avon Glimmerstick, Axe Dark Temptation, Head &Shoulders, L'oreal Paris advertisements from cosmetics industry, linguisticand by analyzing the visual indicators, the statements about the ideal body perception were determined. Femininity, beauty, physical appeal of women; the representation of men in handsome, strong, muscular, modern discourses, contrary to or within the gender roles of men and women; compulsory, showy, it has been determined that symbolic and indecent consumption is supported.