Representation of lifestyle components in the advertisements of major automobile companies

The purpose of the upcoming research is to study the representation of the concept of lifestyle and its related components in the advertising content published on the Instagram pages of prominent automobile companies, which has been carried out using the qualitative research method with an emphasis on semiotics.The results of the research showed that the Automative Industries’ brands have paid special attention to themes such as “Environmental concerns”, “Compatibility with Nature”, “Earth protection”, “happiness, delight and adolescence”, “altruism and Support for disabled people”, “Comfort and Security and authenticity” and “Luxury Life”.The findings also show the focus of the three global brands Volkswagen, Hyundai and Mazda on the use of implicit and indirect connotations based on the natural environment and its beauty and animals but the Iranian brand of Bahman has benefited more from direct and simple references to the appearance and technical features such as power, speed, acceleration, balance and modern options of its product.