Document Type : Promotional

Author

• farzaneh bazyar

researcher in culture art and media institute

Abstract

Abstract
Studying life-style in advertisements of family magazines through historical approach, this investigation tries to explain whether advertisements represent local or universal life-styles in the period of Defae Moghadas.? Theoretically the study is based on Giddens and Chennies’ theories about life-style, and exploits concepts like individual identity, social identity and commodity fetishism in family magazines after Islamic Revolution of 1979 in the Iran-Iraq war period. The research field of this study is the family magazines, Zane-E- Rooz and Ettelaat-E-Banovan. The results show The findings show that a small number of advertising images during the Defae Moghadas period prohibit the use of any consumerism based on based on the political-cultural context. of advertising images during the Defae Moghadas period prohibit the use of any consumerism based on the political-cultural context. In general, images of advertisements during Defae Moghadas period represent the local life method which rooted in Islamic-revolutionary doctrines and values

Keywords

• local- universal life style
• Family Magazines
• Methods of life
• Islamic-Revotionaly Identity
• consumption

Main Subjects

• Encyclopedia of defense and security of the Islamic revolution
• a