@article{2018,title={‘WHY DON’T I LOOK LİKE HER?’ FEMALE PERFECTION AND WOMAN IMAGE IN ADVERTISING AND FASHION INDUSTRY},abstractNode={Consumer society, which popular culture cultivates, redefines and transforms the female phenomenon. The most important of these tools which popular culture uses is advertising and fashion industry. Advertising and fashion has created an image in which a woman must look beautiful and stylish. This image brings a strong sanction that cannot be resisted, even if the identity of woman and her nature are destroyed. A woman, who turns into an object that is watched and enjoyed watching itself, is supposed to catch people’s attention. This state of necessity massifies women, unifies them and makes them the most important material of the consumer society. The woman was transformed into a consumer machine has fallen into a competition for the better and more stylish looking. Advertising creates iconic fashion models and creates a desire on minds of young ladies to look like these icons. So a perception of unrealistic ultra-feminine women image is growing. This unreal body image, shiny outfits and glittering lifestyle, redefines the role of woman gender. This new female image refers to a perfect beauty and a perfect life. This woman, who consumes constantly, is striving to be good-looking and beautiful for man's pleasure. This woman now wants to be visible and to be watched by others and uses the power of the media to be known. Advertising and media have merged the woman with a strong connection and made her the most important customer of consumption. Social media created new job tittles such as life coaching and style consultancy and these new groups are firing the consuming balloon day by day. The woman has to be always well groomed and beautiful to be appreciated; even on the street, at the market, at the beach, at home and even when sleeping, the woman must always be happy, always beautiful and always impressive. The woman now is not be alone in anywhere and will not be alone in anytime. The boundaries are all drawn for her, the dress, the makeup, the shape of the hair, and the behavior of the woman on the market, at the beach, at home, and even during the day are determined by advertising and media. This woman image is always happy and looks impressive. Because the woman will get more beautiful when she consumes more. This new image of woman and expectation of perfection negatively affects woman. In fact, this woman who seems very happy is becoming increasingly unhappy. The woman is looking for a virtual happiness that is not real. The desire to consume has turned into a dependency for this woman who has been the slave of fashion and aesthetics. However, this woman image does not exist in real life. Because, in today's world values of the modern age are questioned, the romantic image of woman has left their place to the spirit of urban, highly educated, economically independent and cultured woman. Opposite to advertising image of woman, the urban woman is in a real struggle.},author={Gonca UNCU},year={2018},journal={The Journal of Academic Social Science}}