• Journal of Digital Convergence
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• v.10 no.11
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• pp.635-640
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• 2012

A changed image that they feel through makeup manipulates impression by linking with cultural standards and will be able to direct a variety of makeup images. Makeup in modern society has been expanding into the area of prevention of diseases and health of skin due to the development of cosmetics and has beautifully changed a face into a someone else's face due to the development of makeup technique. Also, assuming that motivation of makeup act of men and women is related to sexual instincts, I tried to analyze what kind of association the gender roles and the function of makeup required by the society has with age and regional and social background. In particular, I tried to explain that makeup act of men not only represents cognitive change of gender roles that have been perceived differently in modern society but has been adopted by men for the pure purpose in a socially equitable competition.

• Journal of the Korea Convergence Society
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• v.8 no.4
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• pp.231-237
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• 2017

This study investigated differences in perception by 240 males in their teens, 20s, 30s, and 40s residing in Seoul, Incheon, and Gwangju about seven items for male makeup, and analyzed makeup items preferred by men, perception about male makeup users, and relationship between success and appearance, thereby providing basic materials to activate the beauty market for males and developing goods for male users. The result was that most males thought the influence of their appearance on their social success was great and in particular, 23.3% of respondents thought that their appearance affected their success by 50% or higher percentage. The items most preferred by the respondents were concealers, color lotions, and BB creams; 60.8% considered them positive. This showed that basic color cosmetics had already been established as one of the essential goods for men. In contrast, the respondents had slightly negative perception about items like mascaras, eyeliners, and eyeshadows. Overall, those who were young, unmarried, and city dwellers had positive perception about such cosmetics by and large. The above data will be able to be used to develop various makeup goods for male consumers oriented toward success and implement diverse marketing strategies, thereby activating the beauty market for males.

• Proceedings of the Korea Society of Costume Conference
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• 2003.05a
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• pp.38-38
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• 2003

본 연구는 남성에 대한 인식이 변화하고 외모에 대한 남성들의 관심이 증가되고 있는 사회적 상황에서 사회적 배경에 따라 남성의 메이크업문화가 형성되어온 과정을 고찰하고 사회의 의식, 가치, 이념을 반영하면서 새로운 것을 창조하는 사회 문화적 기능을 수행한다고 할 수 있는 남성화장품 광고를 중심으로 가치관과 사회적 의미의 변화를 고찰, 분석하는데 그 목적이 있다. 남성의 메이크업문화를 분석하기 위해 질적인 연구방법인 문헌고찰을 통해 시대적 배경을 고찰하였으며 화장품광고 텍스트를 분석하는데는 내용분석과 기호학적 분석을 실시함으로써 결과를 객관화 하고자 하였다.

• Journal of Digital Convergence
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• v.11 no.4
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• pp.449-457
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• 2013

This study seeks to find the sociocultural value which influences the man image and make-up in media. It helps to gain the effective data that suggest the application of male make-up in promoting development of market. The man emphasizes the practical value which is the technical and instrumental value to express the man image rationally, aesthetic value to pursue aesthetic purely and symbolic value which is a volitional and intentional value experienced in the history and society to express preferring man images as the society is changed. As analysing the man image based on sociocultural value, the practical value of men's make-up is to maximize the utility vale in order to deliver a clear image considering their activity range, environment, and situation. Second, the aesthetical value of men's make-up is to emphasize femininity through women's make-up technic. Third, the symbolic value of men's make-up is to deliver a concept or intentionally create an image by maximizing overall characteristic image. It will be hopefully valuable as a basic data for developing make-up products and setting trend for men as well as for future studies.

• Journal of Digital Contents Society
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• v.17 no.4
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• pp.279-286
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• 2016

Recently, the cosmetics industry considers male customers as a consumptive, active customer base who also have purchasing power with their stronger desire for their personal image enhancement. Male-preferred image brands have entered the era of unlimited competition through social media, thus increasing the acquisition of male beauty. Therefore, the information for designing favorable image strategies should be examined. This paper examines male awareness, determined by the degree of appearance management based on four categories (i.e., hair and skin care, makeup, foot and hand care, and plastic surgery). Based on the research, the paper proposes a data service to address the spatial and temporal separation problem between TV CF (the major media for recognizing information) and online $caf{\acute{e}}$/blog the major media for obtaining detailed information.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1672-1682
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• 2006

Attitudes about the ideal body are influenced by media, including fashion magazine advertisements. The purpose of our study was to analyze the ideal body image for males and females in contemporary society. We analyzed the contemporary ideal gender image through the examination of physical characteristics(body type, age), and fashion styles(hair, make up, supplements, clothing styles, body exposure) in fashion advertisements published in Gentlemen's Quarterly(GQ) and Vogue issued during 2002. The results indicate some blurring in masculinity and femininity resulting in gender neutralization and naturalness pursuing natural appearances. But, some previous beauty norms related to masculinity and femininity remained.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.11
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• pp.6484-6491
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• 2014

The human's basic desire for aesthetics, which has existed along with human history, has been more individualized and diversified according to the progress of modern economic social change. In the case of men, who have a relatively higher connection and experience of mass media compared to women, there is a characteristic to apply and utilize information acquisition and share appearance management quickly on the media. This paper classified and arranged the image and characteristics of the modern male image analyzed the relationship between men's appearance management and information exploration. In addition, exploration relation per information medium was considered by dividing the men's appearance management behavior and characteristics into make-up, hair management, skin care, hands and feet care, and plastic surgery. This appears to be useful for the industrial group, e.g. beauty treatment, cosmetics, hospital, etc. as advertisement marketing information.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.651-658
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• 2012

As Idol Star has increased, and it has become an all-round entertainer. Male Idol Star have received a great response from public, leading the entertainer. The Beauty images of Idol Star not only reflect ideals, but also are an example of image making. In special, I tried to explain that beauty image of male idol star who was casted "We get Married" was made not only reflect ideals, but also leading the social trends by entertainment industry. Most of male idol star was done natural make-up, but Lee Jun was done with smoky make-up. The hair-style demonstrated a glamorous feeling through an artificial looking style, dyed with various color(Tab. 3 & 5).

• Cartoon and Animation Studies
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• s.47
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• pp.103-123
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• 2017

In recent years, some of the brands of cosmetics in Korea have launched the BB Cream only for man. Cosmetics is not only necessary for woman and it has been accepted by the male. A programme hosted by 김기수 is aimed to teach the female how to make up. As a result, the comprehension of the gender and the development of the times have been combined closely. The understanding of gender has been developed from binary opposition to the diversity of gender. The movements that were aimed at advocating feminism caused by some events reminded us of that we should pay attention to the equalization of the gender. We can see that people want to liberate themselves from the sexual stereotype through these social phenomenons. Meanwhile, animation advertising has also experienced a transformation, which is from that to shape a role under sexual stereotype to that to pay more attention to the diversity of gender during the progress of shaping a role. During the initial stage of the animation advertising's prosperity, what it described was based on the male. The male was the permanent theme. On the contrary, the female only played a subordinate role. However, with the development of feminism, to realize self-worth of the female and to fight for the gender equality have been mentioned more and more frequently. All these factors have prompted the animation advertising to break the stereotype when shaping a new role and change the sexual stereotype in order to create new animation figures.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.