Catering to the Female Gaze: The Semiotics of Masculinity in Korean Advertising

Abstract

Over the past two decades, the styling of Korean male celebrities has changed dramatically. While until the early 1990s, the popular hero in movies and dramas could still be characterized as a tough no-nonsense guy who spoke with his fists and loved the simpler things in life, his appearance since then has become considerably more refined and fashionable, his words more articulate, and his interests more sophisticated. In advertising, and in particular for cosmetics, this arguably more effeminate type of man is prevalent. The fact that many Korean men have begun to emulate the new aesthetic could be an indication that traditional gender roles are changing. This study looks at the reasons behind the emergence of the new ideal; and by applying Baudrillard's object value system, it analyses what it means for both men and women.