Document Type : Original Article
Authors
Abstract
Lifestyle is a concept which is defined choosing the daily life; in a way that unlike traditional societies in which people has few replacements and similar among their life programs, in the contemporary society, the power of choice has increased due to the importance of self and personal responsibility as well as the advent of consumer society in life. The importance of choice in the society of Iran in the field of material and consumption of goods is already happening, and the variety of the number and change of the form and content of popular media in recent years along with the change in the appearance of big cities in Iran and the increasing attention paid to the process of consumption, states this matter very well. Here, consumption-oriented lifestyle is the result of choices and preferences, associated with the culture of consumption, and also expressive and dramatic. The aim of this article is descriptive studies using the semiotic analysis of Roland Barth and discovering the meaning of the chain of direct and indirect indications in the case study of 9 samples of advertisements in lifestyle magazines (Zendegi Ideal, Zendegi Armani, Zendegi Iran, fall, 1391 volume). The obtained results introduce a set of symbolic values that generally just in the appearance denote the emphasis on and verification of independence and the unique nature of person's identity and character as preferred values resulting from the model of consumption in the modern society, but the underlying message of the producers is in contrast with the freedom of choice and free subjectivism of people in the modern society, especially those addressing in the third world countries that could just be the passive consumer of goods and values created by the west. The end result of the analysis focuses on the formation of a grouped society the according to the economic and status layering.
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