THE MASCULINE IMAGE AND CONSUMERISM: THE CASE OF MARLBORO
THE MASCULINE IMAGE AND CONSUMERISM: THE CASE OF MARLBORO

Summary/Abstract: Masculinity is not a natural feeling. Its structure functions as an ideology. All objects which are included into a system have an ideological area that structures personal behaviors. Mass media determines this structure and produces micro images. Marlboro is not only a cigarette. It is a wild world and a packet of masculinity. Individuals who want to escape from the burdens of the system get their freedom and their masculinity with a Marlboro packet. In this study, it will be presented that production of ideology generated by Marlboro and the items that lead to this ideology.

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