International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
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The Portrayal of the Image of Women in Cosmetic Advertisements

  • Kim, Jung-Hwan (Dept. of Retailing College of Hospitality, Retail and Sport Management, University of South Carolina)
  • Published : 2007.12.30
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Abstract

The purpose of this study is (1) to investigate how women's visual images in cosmetic magazine advertisements have changed over time and (2) to examine whether women's images in advertisements have changed in regards to the symbolic ambiguity of dress and appearance styles according to the time period. Social identity theory was used as the theoretical framework to understand the change of gender identity and physical appearance. The two magazines of Vogue and Working Woman were selected for the years of 1981, 1991, and 2001. The findings of the study showed that women's make-up colors portrayed in cosmetics magazine advertisements changed from artificial to natural over 20 years and messages in cosmetics magazine advertisement changed from a focus on attractiveness to a focus on skin-care and health. However, appearance styles of women in the advertisements analyzed were predominantly more feminine than masculine for the entire time period studied.

Keywords

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