The Role of Advertisements in Body Management. (Case Study of Kermanshah citizens)

These days imagining the word without advertisements is impossible. Every people willingly or unwillingly is under exposition of advertisements. We are affected by these advertisements and running away from these affections is impossible. Some thinkers believe that body is affected by advertisement. Men and women by using advertisements codes in media, newspapers magazines and so on try to look good and be coordinated with social and cultural expectations about beauty. These advertisements in media, newspapers and magazines are full of messages which promote beauty surgeries, and sexual attraction of body as a value.
The purpose of present study is investigation about the role of advertisement in body management. At first research literature has been reviewed and secondly some hypotheses, based on implant theory and Baudrillard, has been developed. Present survey used self-report questionnaire technique. Sample of study was 400 Kermanshah citizens who have 18 years old and higher.
Sampling technique was mixed method by stage by stage and clustering method. Results suggested that there is significant relationship between advertisement and beauty surgery, weight control, clothing both in behavioral and attitudinal dimension.