earticle

영어

This study purposed to analyze men’s outward images appearing in mass media advertisements
since 2009 and the elements of their outward style forming the images and, by doing so, to
examine the association between the image of products and models in the advertisements. It also attempted to identify the characteristics of men’s image suggested as an ideal image to today’s men and women or preferred by consumers by analyzing the elements of their outward style according to the difference of each group of models' image. According to the results of analyzing men’s image by product type, in all the product categories, male models commonly showed a positive and attractive outward image. The advertisements of drinks and cosmetics used highly visual models with feminine beauty or masculine sexual beauty, exhibiting diverse images of contemporary men and their well-managed appearance. The advertisements of digital devices emphasized the original image of the models while spotlighting the characteristics of the products through the models’refined and intellectual image. Different from those of above-mentioned products, the advertisements of home appliances showed a comfortable and friendly image preferred by housewives. The image of contemporary men analyzed in this study was expressed as an object of grooming, and mass media advertisements chose and showed emphatically men’s image required in today’s society.