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Get Access Advertising and the Feminisation of Men in Korea Essay Sample The traditional criteria for male attractiveness seemed to be the inverse-triangle shaped body, muscles, broad shoulders and a sculpted face.
These are all indicators of high levels of testosterone, and would be desirable according to evolutionary psychology. Then the advent of the metrosexual man broke a new frontier, making it acceptable for men to care about their appearance. However, there is now a new criteria for male beauty that is completely different, and some attractive men now look like women.
Furthermore, there are certain trends in the Korean entertainment industry that were once the sole custody of females — jewelry, for example.
The wearing of multiple ornaments seems largely a feminine practice that has been adopted by male idols in Korea. In addition, Korean idols and actors now frequently endorse cosmetics and skincare brands.
The fact that they now dominate a space traditionally occupied by women indicates that the industry is choosing to market their products in a very specific way, as well as the fact that there seems to be a loosening of the ideals that constitute male beauty.
Shinee endorsing Etude House — including lipsticks, mascaras, etc. But not only are the male idols in Korea expected to look more feminine, they are in a way forced to behave more femininely as well.
In an episode of Idol Maknae Rebellion, all of the participating idols were made to cross dress and decide which of them made the prettiest girl. The fetishisation of male idols as women seems rather odd, and definitely does not emerge naturally, given that they are subverting millennia-long ideals of conventional male beauty.
In this paper, I will illustrate how and why the media has been able to propagate this new image of men, and why it has become such a trend. Unintentional Messages Men are not the main target audience of any cosmetics company, and even though some companies have skincare lines targeted at men, these are rarely what the male idols end up endorsing.
Rather, these cosmetics campaigns seek to encourage women to purchase these products, by packaging them as what their idols would like a girl to use.
In the Shinee advertisement for Etude House pictured above, for instance, the fact that they are pointing the lipsticks at the viewer suggests that they want the viewer to use it, not themselves.
Given that these idols can sell anything from socks to alcohol to a particular brand of chicken, asking them to sell cosmetics and skincare really is not that big of a stretch. However, because of the very existence of these advertising campaigns, there exists a connection between men and the use of cosmetics and skincare, and this connection does not always connect in the same way as the above argument.
In semiotics Rose,for example, a man holding a lipstick and smiling can be interpreted in a few different ways. The signifer — the man, the lipstick and the smile — has no meaning outside of a particular context.
The signified — the concept attached to the image — is however not always the same, because signs are polysemic, and have different interpretations depending on the context. While the ad featuring Shinee is not trying to say that they use lipstick, they will forever be linked to Etude House, a cosmetics brand for women.
This is possibly the sole item of makeup widely used by men in Korea, even though it is unpopular outside the country. However, it is also because of the fact that these idols are often portrayed as actually using these BB creams instead of merely encouraging the viewer to buy them. In fact, the desire for men having flawless skin with no acne may be attributed partially to all male idols having such skin.
Semiologically speaking, men with flawless skin represent an ideal Intentional Messages Unfortunately, while it is possible that the more effeminate portrayal of men in cosmetic ads is largely unintentional, the forced cross-dressing and performance of feminine dances on television shows such as on Idol Maknae Rebellion is not.
U-Kiss Dongho cross-dressing in Idol Maknae Rebellion The media in this case very deliberately set up the situation that forces male idols to dress up in female clothing to provide entertainment and garner higher ratings.
The idols, however, are most often very uncomfortable with doing so.Browse thousands of essays from our giant database of academic papers. Find assignments like P1 Business Studdies Work.
Rogers essay (c.
in Sarikakis and Shade) though can be used to provide an argument for the value in separation – by having specific, predictable content sections with a defined target audience, advertising space is more saleable and therefore more valuable.
This ensures that the feminist views will remain accessible in the mainstream media.
The feminisation of the workforce has been driven by the relentless rise of the service sector (where women can compete as well as men) and the equally relentless decline of manufacturing (where. Advertising and the Feminisation of Men in Korea Essay SC Assignment Advertising and the Feminisation of Men in Korea.
Introduction – The Situation in Korea The traditional criteria for male attractiveness seemed to be the inverse-triangle shaped body, muscles, broad shoulders and a .
Her essay "CLUBS TO COMPANIES: NOTES ON THE DECLINE OF POLITICAL CULTURE IN SPEEDED UP CREATIVE WORLDS" published in Cultural Studies in is an assessment of the transformations UK culture industries have undergone and the consequences these have had on creative work.
McRobbie posits that the acceleration of nature and employment in these. As per Manilatimes. com on October 16th Asia is driving planetary gross revenues of men’s skin attention merchandises.
with Chinese. Nipponese and South .