Abstract:
This research aims to examine the influence of products and services advertised in the M2F free-distribution newspaper in shaping young Thai urbanites’ perception of the ideal lifestyle. The research is a qualitative study, conducted through two major methods, in-depth interview with regular readers of M2F and analysis of front-page advertisements. Research findings reveal five outstanding aspects of ideal lifestyles according to young Thai urbanite readers of M2F, which includes major concerns in the following issues, (1) health (2) physical appearance (3) comfort and convenience (4) the appearance of sophistication and (5) financial security. Though all interviewees appear to agree upon the above mentioned as the key aspects of their ideal lifestyle, they prioritize each aspect differently depending on their individual needs, which also differs owing to different socio-political and economic contexts.
