In fact, decorative model affect advertising effectiveness a lot. Especially in case of emotional product, the role of advertising model is really important and cosmetic product is one of them. The image of decorative model is important in cosmetic ad...
In fact, decorative model affect advertising effectiveness a lot. Especially in case of emotional product, the role of advertising model is really important and cosmetic product is one of them. The image of decorative model is important in cosmetic advertisement and particularly the physical attractiveness of the model is emphasized. Recently cosmetic industry has been developed and has become competitive, advertising models are changing. This research examine phenomenon of this changing and study whether consumers who have different cultural and religious background will respond differently to this kind of advertisement. Especially, this study has focused on the moderating role of Sex and perception of the physical differences between decorative model and self.
Many cosmetic companies have been using female movie stars or singers in advertisements. However, in these days, many companies began using male decorative models, so called KkotMinam in Korean. Cosmetic advertisement sensitive to the social beauty, so these changing is one of the socio-cultural phenomenon and represents some cultural values of our society was changed. It is really meaningful that which cultural value influences to this changing and whether the impact is positive or negative. However, there are only few paper studying between cultural value and evaluation of the decorative model.
This paper aims to study whether the use of a male decorative model in cosmetics advertisement can be changed according to the individual who has different culture values. Compared with the previous study, more cultural values are added in this paper and examined the moderating role of the sex. Also, perception of the physical differences between decorative model and customer is studied as a moderating factor to the evaluation of advertisement.
The major findings in this research are as follows:
First, masculinity and long-term orientation significantly affects consumers' attitudes toward decorative male model in cosmetic advertisement. The more masculine the consumers were, the more unfavorable were their attitudes toward KkotMinam decorative model. Masculinity stands for a position in which social gender roles are clearly distinct, so they have hostility to the new male character who are used in cosmetic advertisement. In case of long-term orientation value, the more long-term orientation the consumers were, the more unfavorable were their attitudes toward decorative male model. Also, the relation between evaluation of the model and evaluation of the advertisement and brand was proved. However, the influence of the power distance, collectivism and religion were rejected.
Secondly, the moderating role of the sex was examined. In case of male respondents, masculinity and power distance significantly affects consumers' attitudes toward decorative male model in cosmetic advertisement. On the other hand, in case of female respondents, uncertainty avoidance, Long-term orientation and religion significantly affects consumers' attitudes toward decorative male model.
Lastly, customers who largely perceive physical image between model and themselves does not have a good feeling toward decorative male model. They feel negative emotions because body-esteem of those people is reduced. And these negative feeling spread to the evaluation of the advertisement.
This research proposes several theoretical and practical contributions. Findings of present research provide cultural value affects on the attitude toward the model and the influence of the cultual value depends on sex. Also, it is important to manage negative feelings when customers recognize physical differences between decorative model and themselves. Those results will be valuable for marketers who use physical decorative model.