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Abstract

Emotional attractiveness is used more in advertising than other attractiveness. In particular, the use of beauty attractiveness in advertising can increase the effectiveness and persuasion power of advertising. In this study, it has been tried to show how advertising attractiveness is made more effective by using female beauty. The aim of the research is to determine how the use of women's beauty as an element of attraction in advertising affects advertising attractiveness. Generally, women are examined in terms of sexual attraction in advertising. In this study, women were examined in terms of beauty attractiveness, not sexual attraction. It is focused on how beauty attractiveness is presented in advertising and how it makes advertising attractiveness more effective. Semiological analysis method was used in the research.Three magazine advertisements in Mag and Elle magazines of 2019 were analyzed by semiological analysis method. As a result of the analysis, it has been determined that the use of women's beauty in advertising has a positive effect on advertising attractiveness.

Keywords :Beauty, Women, Advertising attractiveness, Beauty attractiveness.