... were part of the consumer society and new definition of self-identity. Men and women are more equally likely to market their bodies when advertising the self and seemed both sex had paid more attention to lifestyle but not work-place or domestic stuff. Like Jagger argued in her article, that major social transformations nearly has been done during the 20-century, along with the rise of media and advertising, the foundation of consumer culture has been established. Based on this new social culture, identities of individual has been described by the way of leisure and consumption much more than work and production, and the changed meaning of self-worth which is a very important factor while advertising a unitary self. Femininity and Masculinity in a Post-modern Society It has been argued in Jagger's article that 'femininity' and 'masculinity' were to describer women and men typically since long time ago. Women used to be identified ...

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