Korean Beauty Product Advertisement Analyze

     The advertisement of beauty products in Korea influences the way people think about gender, combining traditional culture with modern aesthetics, which creates a unique image of femininity and masculinity.


Korean beauty ads draw on both traditional and contemporary feminine ideals, focusing on youth, purity, and elegance. Young-looking ads often depict young women with flawless, fair skin, reflecting the cultural ideal of the young, innocent look. A slim body is often emphasized, reflecting social ideals of what is considered beautiful and healthy. Submissive Nature Women take on a passive role, reflecting Confucian values of modesty and deference. Women are now shown in jobs where they are shown to be competent and independent. We now see women's active lifestyles, such as sports or travel, more often. This gives a lively image of femininity. Brands are now showing women with different skin tones and bodies, challenging the norms.


    The male image in Korean beauty ads has changed, reflecting the evolution of male grooming standards in society. Men have a strong jawline and look rugged. This conveys strength and dominance. Traditional ads show only the most basic grooming products and imply that men don’t need to groom very much. Newer ads tout men’s skincare routines and push products like BB creams and moisturizers. Male models with softer features and makeup reflect a move toward fluid gender expressions. Male K-pop idols often appear in beauty campaigns, inspiring male consumers to take up more elaborate grooming routines.



    Korean beauty ads mix traditional and modern gender ideals. Traditional ads accentuate young and pure women and strong and minimalist men, but we are seeing more inclusive and diverse images. This is a reflection of societal changes, with ads questioning traditional gender norms and embracing a broader range of beauty ideals.

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