Karabacak,Z.I.Özgen, ÖzgeÖzgen,O.Physics Group2024-07-052024-07-0520220978-166844512-9978-166844511-210.4018/978-1-6684-4511-2.ch0272-s2.0-85164187915https://doi.org/10.4018/978-1-6684-4511-2.ch027https://hdl.handle.net/20.500.14411/4091New media that enables access to more people is a preferred platform by Lavazza for bringing together consumers from all around the world within the framework of coffee culture by means of photography. Lavazza calendar photos (1993-2012) have been analysed using Dyer's non-verbal communication means and lines of appeal under the following headings: "Sexually Highlighted Female Body in Lavazza Calendar Photos, " "Different Sexual Orientations as Secondary Emphasis of Lavazza Calendar Photos, " "Idealized Body Look of Models of Lavazza Calendars, " "Roles of Women and Men in Family in Lavazza Calendar Photos, " "Queens and Superheroines in Lavazza Calendars, " "Widespread Representation of White Race in Lavazza Calendar Photos, " "Italian Cities and Italian Local and National Items in Lavazza Calendars, " "Signs of Different Geography, Culture and Life Styles in Lavazza Calendar Photos, " and "Lines of Appeal in Lavazza Calendar Photos. " According to the findings, both non-verbal means of communication in terms of gender and lines of appeal in Lavazza calendar photos in new media have changed over the years. © 2022, IGI Global.eninfo:eu-repo/semantics/closedAccess[No Keyword Available]Book Part453471