Masculinity Symbols on Skincare Everwhite Advertisement
The South Korean entertainment industry’s popularity and global reach have prompted private companies to place advertise their products to international viewers. South Korean celebrities have also been found to form positively perceived beauty standards, consequently serving as an antecedent of beau...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Paragraphs Media Publishing
2023-08-01
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| Series: | Paragraphs Communication Update |
| Subjects: | |
| Online Access: | https://theparagraphs.org/article/doi/10.59260/pcommu.2023.65731614 |
| _version_ | 1827383287540088832 |
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| author | Gita Juniarti Jihan Ariella |
| author_facet | Gita Juniarti Jihan Ariella |
| author_sort | Gita Juniarti |
| collection | DOAJ |
| description | The South Korean entertainment industry’s popularity and global reach have prompted private companies to place advertise their products to international viewers. South Korean celebrities have also been found to form positively perceived beauty standards, consequently serving as an antecedent of beauty product awareness and perceived beauty product quality among international audiences. This article aims to unveil how male identities are constructed in masculinity symbols displayed in skincare product ads. This research examines Everwhite skincare ads as Indonesian products with South Korean actors as brand ambassadors. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. Implications for advertising attitudes towards masculinity were found to be beauty standards. For example, men are invited to consume grooming products but are reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. |
| first_indexed | 2024-03-08T14:39:14Z |
| format | Article |
| id | doaj.art-3a581f43110941fc9ce7c1e34dc9a4de |
| institution | Directory Open Access Journal |
| issn | 2959-6025 |
| language | English |
| last_indexed | 2024-03-08T14:39:14Z |
| publishDate | 2023-08-01 |
| publisher | Paragraphs Media Publishing |
| record_format | Article |
| series | Paragraphs Communication Update |
| spelling | doaj.art-3a581f43110941fc9ce7c1e34dc9a4de2024-01-11T23:17:33ZengParagraphs Media PublishingParagraphs Communication Update2959-60252023-08-01Volume 1657310.59260/pcommu.2023.65731614Masculinity Symbols on Skincare Everwhite AdvertisementGita Juniarti0Jihan Ariella1Department Communication, Faculty of Social Science, Gorontalo State UniversityDepartment Communication, Faculty of Social Science, Gorontalo State UniversityThe South Korean entertainment industry’s popularity and global reach have prompted private companies to place advertise their products to international viewers. South Korean celebrities have also been found to form positively perceived beauty standards, consequently serving as an antecedent of beauty product awareness and perceived beauty product quality among international audiences. This article aims to unveil how male identities are constructed in masculinity symbols displayed in skincare product ads. This research examines Everwhite skincare ads as Indonesian products with South Korean actors as brand ambassadors. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. Implications for advertising attitudes towards masculinity were found to be beauty standards. For example, men are invited to consume grooming products but are reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product.https://theparagraphs.org/article/doi/10.59260/pcommu.2023.65731614advertisementmasculinitybeautyskincarecommunication |
| spellingShingle | Gita Juniarti Jihan Ariella Masculinity Symbols on Skincare Everwhite Advertisement Paragraphs Communication Update advertisement masculinity beauty skincare communication |
| title | Masculinity Symbols on Skincare Everwhite Advertisement |
| title_full | Masculinity Symbols on Skincare Everwhite Advertisement |
| title_fullStr | Masculinity Symbols on Skincare Everwhite Advertisement |
| title_full_unstemmed | Masculinity Symbols on Skincare Everwhite Advertisement |
| title_short | Masculinity Symbols on Skincare Everwhite Advertisement |
| title_sort | masculinity symbols on skincare everwhite advertisement |
| topic | advertisement masculinity beauty skincare communication |
| url | https://theparagraphs.org/article/doi/10.59260/pcommu.2023.65731614 |
| work_keys_str_mv | AT gitajuniarti masculinitysymbolsonskincareeverwhiteadvertisement AT jihanariella masculinitysymbolsonskincareeverwhiteadvertisement |