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

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 755-755.

Authors

Ann Kristin Rhode, ESCP Europe & Université Paris 1 Panthéon-Sorbonne, France



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes

Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland

Read More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.