Cross-Cultural Examination of Women’s Fashion and Beauty Magazine Advertisements in the United States and South Korea

Abstract

To compare differences in the construction of women's images across the United States and South Korea, this study examines advertisements in fashion and beauty magazines of the two countries. The content analysis includes product/service types, models’ characteristics, and the degrees of female objectification in this advertising venue. More body-related than non-body-related product ads are prevalent in magazines from both countries, yet Korean magazines feature more body-related ads than those in the United States. Caucasian models are predominantly used across the two countries, including Korean publications. Although both Korean and U.S. women are predominantly portrayed as decorative objects, models are more often shown as submissive and passive in Korea but a greater emphasis is on body and sexuality in the United States. The homogenized beauty standards and high levels of objectification observed across the two countries demand marketing strategies that are more inclusive of diverse, active images of women.