Özet:

The body is a phenomenon that has many meanings for man. One of the things that he has to do is the cultural life. The human body is used as a symbol and means of communication in the cultural field. The field that studies the body as a cultural phenomenon is called the body folklore. The place and value of the body in cultural life has prepared the ground for the use of various fields from time to time from the body folklore in accordance with its own purposes. The advertising industry, which is one of these fields, has seen culture as a source of inspiration, and in this context it has benefited from body folklore. Attracting attention with thoughts such as being accepted and liked by the audience he addresses, increasing the durability of mind, increasing the sales of the product, etc. For the purpose, body folklore is used in advertising. There are many examples that can be given in this regard. One of the types of advertising that these examples include is viral advertising. In this study, advertising is generally specifically, and viral advertising is surrounded by an example of viral advertising that uses the body folklore for how and for what purposes.

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