Masculinity in Korean Cosmetics Advertisements for Women

Abstract

This research is a qualitative research. The objective is to study the image of the male being presented and constructed in the Korean cosmetic advertisement for women. Using the method of analyzing the Korean cosmetics for women advertisement published via online media during the year 2017 - 2018, specific to the 3 Korean cosmetics brands that using male artists to endorse the products as well as having official branches In Thailand. The selected brands are Nature Rebublic, with Korean artists is EXO. The Face Shop, with Korean artists is GOT7 and Innisfree, with Korean artist is Wanna One. And analyzing recipients with focus group and indepth interview general female consumers and female consumers who are fans of Korean artists.

The results of the study showed that the male models were constructed by 4 pattern, 1) Charming and natural 2) Warm and gentlemen 3 ) Confident men who are ready for various activities 4) Men with femininity. It is interesting to note that, that are constructed in Korean cosmetics advertising for women different from traditional image that is stereotyped by the society. The findings show images of men combine the new masculinity and the metrosexual angle at the same time, Advertising is trying to expand the line of cosmetic definitions that were originally restricted to women by making organics cosmetics belonging to all people (Unisex) who want to care for their own skin even men can use it even if the cosmetics are not identified as men's cosmetics.

The results of decoding showed that both of female consumers were able to deciphered the image of men in Korean cosmetics advertising for women very similar. Both of female consumers group recognize that the image of men in Korean cosmetics advertising for women is a man who good looking, warm, gentle, natural, not aggressive and cute like a women. While decoding on other issues there will be different depending on the level of fan club of the 3 male presenters.