The ‘Flower Men’ Phenomenon: Exploring the Cultural Encoding of Masculinity in South Korean Cosmetics Advertising

Ann Kristin Rhode, ESCP Europe & Université Paris 1 Panthéon-Sorbonne, France
Given the cultural relativity of masculinity and attractiveness, representations of masculinity are likely to vary across cultures. This study explores images of masculinity in South Korean print advertising for men’s cosmetics. Findings of a content analysis suggest a notion of ‘soft masculinity’ that may widen traditional gender lines around cosmetics.
[ to cite ]:
Ann Kristin Rhode (2016) ,"The ‘Flower Men’ Phenomenon: Exploring the Cultural Encoding of Masculinity in South Korean Cosmetics Advertising", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 755-755.