Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This paper examines differences in gendered images of Western and Korean advertising models in Korean fashion magazines targeting adolescent girls using Goffman’s typology (1979). The study revealed that depending on their races and their gender, different kinds of stereotypes were portrayed in Korean adolescent girls’ magazines. More reverse-stereotypical images, in a Korean cultural sense, were portrayed by Western women and socially and culturally expected female roles in Korea were portrayed by Korean women. Two effects of those stereotypical images were suggested. Korean adolescent girls are expected to emulate what they would perceive as accepted or ideal female roles portrayed by Korean women, and they might think that reverse-stereotypical or liberated female images portrayed by Western women are not relevant to them and unattainable by them. In other words, Korean girls could be belittled by both positive male images and Western female images in advertising.