Özet:

In this article, it is aimed to reveal the relations of the use of the female body as an object in terms of fashion and advertising sector according to the periods. For this purpose, the history of advertising and the fashion industry were divided into periods and a comparative analysis was made. The data collection method in the research was the general survey model, and the feminist theory and critical theory were used in the analysis of the data. According to our research results, it is seen that the female body is brought to the forefront as a sexual tool in both advertising and fashion sectors in almost every period examined. One of the common features between the fashion and advertising industry is the identification of striking colors (pink, red) with women for sexual connotations. It can be said that the positioning of the female body in the advertising sector is much more flamboyant, assertive and pornographic approaches compared to the fashion sector. Although there is a criticism of the commodification of women in terms of the message given in the approaches in the fashion and advertising sector to criticize the ideal female body perception after 2000, it actually causes women to remain on the agenda with similar issues.

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