A style of advertising based on market segmentation according to the consumption styles of particular social groups. This began to emerge in the mid 1960s following a phase of personalization, and has been seen as dominant until the mid 1980s. Such advertisements typically depict consumption in group settings on social occasions (entertaining, going out, holidays, relaxing) and product images are presented as emblematic of this lifestyle. Such formats are particularly associated with alcohol, food, tobacco, and clothing. The term is used by Leiss and his colleagues. See also advertising formats; compare demassification; personalized format; product-information format; product-symbol format.
Subjects: Media studies