Alp Selvi, R.2016-02-082016-02-08200513003984http://hdl.handle.net/11693/23932With modernization, the proverbs undertaking the mission of cultural transfer in the structure of traditional society have undertaken the function of expressing rapidly changing cultural values by maintaining their structural qualificiations.It is seen that women have a significant situation as both object and target mass in modern industrial advertisements. In this article, it will be discussed whether understanding of woman beauty that seen in proverbs, finds its equivalent in modern urban societies or not.".TurkishAdvertisementMediaModernizationWomanArticle