Cultural Differences in Makeup Advertisements, Taking Korean and American Brands as Examples

Research Article
Open access

Cultural Differences in Makeup Advertisements, Taking Korean and American Brands as Examples

Zhiwei Huang 1
  • 1 BASIS International School of Guangzhou, Jiantashan Road, Guangzhou, Guangdong province, China    
  • *corresponding author
CHR Vol.4
ISSN (Print): 2753-7072
ISSN (Online): 2753-7064
ISBN (Print): 978-1-915371-31-7
ISBN (Online): 978-1-915371-32-4

Abstract

This research is about the differences in makeup advertisements, especially the lipstick branch, between Korea and America and the reasons for them. America and Korea are famous for their production of makeup products, so their makeup advertisements are representative. Although their commercial and marketing strategies are very similar and many similarities can be found in their advertisements, there are still many differences that consumers can observe. By looking into the makeup commercials from both countries from a transcultural perspective and considering the cultural background between the two countries, this paper finds that cultural differences have an impact on makeup advertisements. Specifically, Korea and America have different strategies in terms of model choice and color usage. Korea prefers super idols and light colors while America chooses professional models and dark colors. It is essential for different countries to learn from each other and create the most suitable types of advertisements for consumers with different cultural backgrounds.

Keywords:

makeup advertisement, transcultural perspective, fan economy

Huang,Z. (2023). Cultural Differences in Makeup Advertisements, Taking Korean and American Brands as Examples. Communications in Humanities Research,4,259-262.
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References

[1]. Kang, I., and Park. T., "Cultural Differences in Consumer Responses to Celebrities Acting Immorally: A Comparison of the United States and South Korea", Journal of Business Ethics (2021): 1-17.

[2]. Stevenson. A., "The “Great Doctrine of Human Rights”: Articulation and Authentication in the Nineteenth-Century U.S. Antislavery and Women’s Rights Movements", Humanity: An International Journal of Human Rights, Humanitarianism, and Development 8(3) (2017): 413-439.

[3]. Kim, S., et al. "Gender discrimination in workplace and depressive symptoms in female employees in South Korea". Journal of affective disorders 306 (2022): 269-275.

[4]. Wu, W.H., "Body myths, ethnic revelry and virtual intimacy: A media sociological study of "girlfriend fans", Journal of East China University of Science and Technology 35(03) (2020): 32-43.

[5]. Cao, J., "Interpretation of Male Image in Female Cosmetics – A Case study of cosmetics advertisement in a small shop of Fish in Korea", News World.12 (2011): 152-153.

[6]. 3CE (July 21, 2022), “Lipstick Advertisement”. Retrieved on September 1, 2022. Retrieved from: https://m.weibo.cn/6968396206/4793638754195034

[7]. MAC (2015), “Lipstick Advertisement”. Retrieved on September 1, 2022. Retrieved from: https://issuu.com/sarahlombard/docs/m.a.c_cosmetics_book_small_1

[8]. Ma Y., Chen M., "Female Characters in the Korean Animated Films from a Patriarchal Perspective." Popular Colors 11(2019): 94-95.

[9]. Kan, Y., Comparative Study of Chinese and American cosmetic advertising language from the perspective of Cultural value difference. Qingdao Technological University, MA Thesis. 2019.

[10]. Mu H., Ma Z., " Research on the Characteristics of Cosmetics Advertising Design in Europe and America." Journal of Qiqihar University (Philosophy and Social Sciences Edition).06 (2013): 135-137. DOI:10.13971/j.cnki.cn23-1435/ C.2013.06.025

Cite this article

Huang,Z. (2023). Cultural Differences in Makeup Advertisements, Taking Korean and American Brands as Examples. Communications in Humanities Research,4,259-262.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 2

ISBN：978-1-915371-31-7(Print) / 978-1-915371-32-4(Online)
Editor：Faraz Ali Bughio, David T. Mitchell
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Communications in Humanities Research
Volume number: Vol.4
ISSN：2753-7064(Print) / 2753-7072(Online)

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References

[1]. Kang, I., and Park. T., "Cultural Differences in Consumer Responses to Celebrities Acting Immorally: A Comparison of the United States and South Korea", Journal of Business Ethics (2021): 1-17.

[2]. Stevenson. A., "The “Great Doctrine of Human Rights”: Articulation and Authentication in the Nineteenth-Century U.S. Antislavery and Women’s Rights Movements", Humanity: An International Journal of Human Rights, Humanitarianism, and Development 8(3) (2017): 413-439.

[3]. Kim, S., et al. "Gender discrimination in workplace and depressive symptoms in female employees in South Korea". Journal of affective disorders 306 (2022): 269-275.

[4]. Wu, W.H., "Body myths, ethnic revelry and virtual intimacy: A media sociological study of "girlfriend fans", Journal of East China University of Science and Technology 35(03) (2020): 32-43.

[5]. Cao, J., "Interpretation of Male Image in Female Cosmetics – A Case study of cosmetics advertisement in a small shop of Fish in Korea", News World.12 (2011): 152-153.

[6]. 3CE (July 21, 2022), “Lipstick Advertisement”. Retrieved on September 1, 2022. Retrieved from: https://m.weibo.cn/6968396206/4793638754195034

[7]. MAC (2015), “Lipstick Advertisement”. Retrieved on September 1, 2022. Retrieved from: https://issuu.com/sarahlombard/docs/m.a.c_cosmetics_book_small_1

[8]. Ma Y., Chen M., "Female Characters in the Korean Animated Films from a Patriarchal Perspective." Popular Colors 11(2019): 94-95.

[9]. Kan, Y., Comparative Study of Chinese and American cosmetic advertising language from the perspective of Cultural value difference. Qingdao Technological University, MA Thesis. 2019.

[10]. Mu H., Ma Z., " Research on the Characteristics of Cosmetics Advertising Design in Europe and America." Journal of Qiqihar University (Philosophy and Social Sciences Edition).06 (2013): 135-137. DOI:10.13971/j.cnki.cn23-1435/ C.2013.06.025

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