Farzaneh Baaziar; Hamid Abdollahian; Taghi Azadarmaki; mehrdad Navabakhsh
Abstract
The purpose of this search is to study the lifestyles of men in advertisements of family journals. Thus, using Giddens's theory of life style and semiotic method, Bart seeks to answer the following question: Advertising is the story of contemporary family journals of lifestyle based on male gender stereotypes? ...
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The purpose of this search is to study the lifestyles of men in advertisements of family journals. Thus, using Giddens's theory of life style and semiotic method, Bart seeks to answer the following question: Advertising is the story of contemporary family journals of lifestyle based on male gender stereotypes? In this regard, individual identity, social identity, anesthetization of everyday life, commodity fetishism and body management as theoretical components of lifestyle in family journals are the field of research of family journals. The research findings based on the statistical sample of four journals: Sib-e-Sabz, Zendegi-e-Ideal, Zendegi-e- Irani and Zendegi-e-Mosbat, suggest that adverts of new life styles represent consumption-based masculinity. Men are more likely to be in shopping and leisure mode, they are consuming cosmetics, and are trying to get closer to the roles that were previously in the women's lifestyle. Meanwhile, the modern concept of masculinity is interwoven with the male body.
