Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Qualitative Study on the Ideal-self and the Fantasy of Men Wearing Makeup by Employing Zaltman Metaphor Elicitation Technique

Zaltman의 은유유도기법을 이용한 화장하는 남성들의 이상적 자아와 환상에 관한 질적 연구

  • 고선영 (호원대학교 패션디자인학과)
  • Received : 2016.03.09
  • Accepted : 2016.11.29
  • Published : 2017.02.28
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Abstract

This study conducted in-depth interviews with twelve men in their twenties and employed the Zaltman Metaphor Elicitation Technique (ZMET) to identify the ideal self-image and fantasy of men wearing makeup. The results are as follows. First, the ideal self-images of men wearing makeup can be divided into 7 images (well-managed, dissimilar from real identity, masculine, neat, stylish, standing out, and formal). Men who wear makeup pursued an alternative decent image that is different from their reality. They want to be manly, attractive, decorous, and eye-catching through a better looking face. Second, men who wear makeup have insecurities about their looks and personalities that creates dissatisfaction with reality and a desire for a different idealistic self. Makeup was the tool to create the other entity. Makeup facilitated a fantasy of becoming another to gain increased confidence in social relationships. However, without makeup, they showed a lack of confidence and became intimidated that made them even further dependent on makeup. Third, the process helped participants complete a consensus map that represented the emotional and reasoning structures of men wearing makeup. This study showed 7 ideal self-images of men wearing makeup with a fantasy to create a desired ideal self by wearing makeup. The study can be applied to marketing strategy for men's cosmetics and plates' designs.

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References

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