Bio-power and youth ideology in cosmetic advertisements

In this study, the reflections of youth ideologies, cosmetic advertisements and daily life which are conceptualized by Michel Foucault and imposed on elderly through bio-power mechanism which builds and constructs body through discourses and norms are traced. In the modern era, the body, which was reconstructed by power, goes through various surveillance, supervision and control mechanisms of power. At the core of the study, it is tried to examine how the power perceives and infiltrates old body. At this point, the aim of this study is to focus on the voices of these bodily images and symbols which we face at micro levels of everyday life and advertisements with a characteristic form on the basis of bio-power. It is understood from the results obtained that ideal body perception bio-power produces through anti-aging practices, youth, weakness and beauty, finds its way into esspecially media and advertisements which are discursive strategy. Even in the micro points of everyday life, we see the images and symbols of this body constructed by power. In this context, it is expected that the elderly individuals, who have started to be more visible and take an active role in urban space, social and political processes in the modern consumer society, will adapt to the social change and transformation physically and mentally that takes place rapidly. Image of an ideal elderly person who is aware of the new trends, has a good command of technological developments, follows the fashion; modern, well-groomed, stylish is accepted by the bio-government. Reaching this desired body hinges (or depands) on consumption in accordance with capitalism. Key Words: Bio-Power, Cosmetıc Advertisements, Youth Ideology, Aging.