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A Study on the Change of Masculinity in TV Advertising Film - Focusing on TV Advertising Film from 2000 to 2017 -
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생활광고에 나타난 남성성 변화에 대한 분석 : 2000년부터 2017년까지의 생활CF를 중심으로

논문 기본 정보

Type
Academic journal
Author
Kim, Jae Hee (계명대학교) Kim, Mun Young (계명대학교)
Journal
Korea Institute of Exhibition Industry convergence The Korean Society of Science & Art Vol.34 KCI Accredited Journals
Published
2018.6
Pages
66 - 79 (14page)
DOI
10.17548/ksaf.2018.06.30.66

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A Study on the Change of Masculinity in TV Advertising Film - Focusing on TV Advertising Film from 2000 to 2017 -
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Abstract· Keywords

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The most prominent phenomenon of characteristic social changes in the 2000s is that the stereotypes about the sex identity and sex role of male and female have been blurred. In the 21stcentury, metrosexual, cross-sexual phenomenon, and pin-up boy fever, enjoying the same level of fashion as females among urban males lead to males also accepting female images to improve the ir appearances and at the same time a lot of changes in males’ roles and appearances. This masculinity is expressed in various ways, and the culture of each era shows different kinds of masculinity. Therefore, we intend to classify the type of masculinity that the TV ads of our era show, and analyze the various images that constitute the masculinity currently. The results and contents of the study investigating the phenomenon of change in masculinity through cases appearing in living ads since the2000s are as follows. First, although the strong type of male that was already present still exists, it has been transformed over time or is a to tally different type of masculinity emerging. Second, it was found that the masculinity type emerges into cross-sexual type, which not hiding femininity, beyond metrosexual. Based on these research results, it is expected that the type of masculinity will continue to change and vary and accordingly it is necessary to continuously carry out the study on the masculinity type which is subdivided specifically and changes.
#Living Advertisement(생활광고) #Metrosexual(메트로섹슈얼) #Changing Masculinity(변화하는 남성성) #융합트렌드(Convergence Trend )

Contents

Abstract
국문초록
I. 서론
II. 이론적 배경
III. 2000년대 광고이미지를 통해 본 남성성 변화
IV. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2018-600-003124326