@article{article_548352, title={Sportive Male Narrative in Advertising}, journal={Middle Black Sea Journal of Communication Studies}, volume={4}, pages={54–59}, year={2019}, author={Sirer, Esennur}, keywords={Male body,sport,hero,media,advertisement}, abstract={<p> <span lang="en-us" style="font-size:9pt;line-height:200%;font-family:Calibri, ’sans-serif’;" xml:lang="en-us">One of the new interest of the advertisers who
say that we will find the meaning of our lives in the things we consume is the
sportive male body. For this reason, sportsmen, who come to the fore in
advertisement, are shown as role models to the society with their clothing and
lifestyles, many products are marketed through them. In addition, sports heroes
who are subject to advertising narratives through his body are the wealthiest
people in the consumer society and. it is the symbol of dreams about a good
life. It is believed that the use of the advertised product by the well-known
sportsmen increases the image of the product and creates a sense of confidence
in the product. In this study, a literature review method is used for the
inclusion of the sportive male narrative in advertisements. </span> <br /> </p>}, number={2}, publisher={Ondokuz Mayıs University}