HOW BEAUTY TURNS INTO A PROMISE FOR WOMEN: AN ANALYSIS ON COSMETIC ADVERTISEMENTS IN WOMEN’S MAGAZINES.

Beauty and physical attractiveness of women has always been presented as an important aspect in contemporary societies. women’s magazines have been leading as a source of advice about achieving ideal beauty standarts via commercial products. advertising is an important indicator how the beauty ideal is constructed. the purpose of this study is to describe how ideal beauty standarts are constructed in cosmetic advertisements in women’s magazines and how this process turns into a promise. in this context, the study examines 200 cosmetic advertisements in the selected issues considering seasonal characteristics of elle and cosmopolitan magazines published in 2008 based on critical discourse analysis. according to the results of this study, these advertisements reconstruct the patriarchial discourse in the society.