| Sumario: | It is argued that women's representations in advertisements are constructed with a focus on the body and presented to consumers accordingly. In this context, the aim of this research is to reveal how beauty and youth ideals, constructed through collagen products, are framed in advertisements in accordance with gender ideology. Additionally, the study seeks to demonstrate that these advertisements also create a new inequality among women based on class differences. In this regard, advertising is treated as a cultural concept, and the body is considered as a phenomenon shaped by social norms and gender ideologies. The study examines advertisements from four different collagen brands, with data collected through document analysis and analyzed using the descriptive research method. To further uncover the social and cultural contexts of these data, a semiotic analysis method was employed. The research found that these advertisements, which are constructed around the female body, reproduce gender inequality. Moreover, it was identified that not all women have equal access to these products, highlighting another form of inequality. The study is significant in demonstrating that the female images constructed in these advertisements reflect the existing representations of women in society and the media, and in making the class-based inequalities among women more visible.
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