Karabacak,Z.I.Özgen,Ö.Physics GroupPublic Relations and Advertising2024-09-102024-09-1020200978-179983203-4978-179983201-010.4018/978-1-7998-3201-0.ch0252-s2.0-85128075501https://doi.org/10.4018/978-1-7998-3201-0.ch025https://hdl.handle.net/20.500.14411/7366New 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. © 2021, IGI Global.eninfo:eu-repo/semantics/closedAccess[No Keyword Available]Book PartN/AN/A433450