Masculinity Symbols on Skincare Everwhite Advertisement

Abstract

The South Korean entertainment industry’s popularity and global reach have prompted private companies to place advertise their products to international viewers. South Korean celebrities have also been found to form positively perceived beauty standards, consequently serving as an antecedent of beauty product awareness and perceived beauty product quality among international audiences. This article aims to unveil how male identities are constructed in masculinity symbols displayed in skincare product ads. This research examines Everwhite skincare ads as Indonesian products with South Korean actors as brand ambassadors. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. Implications for advertising attitudes towards masculinity were found to be beauty standards. For example, men are invited to consume grooming products but are reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product.

Keywords

• advertisement
• masculinity
• beauty
• skincare
• communication