Male Luxury Accessories Advertisements in Korean and Russian Men's Lifestyle Magazines

Abstract

This study was conducted with the purpose of analyzing and comparing mens fashion magazines in Korea and Russia on how mens images are portrayed in mens luxury accessories advertisements through examining male models image (age, racial type, extended self, celebrity), setting, uniqueness and hedonism of advertisement, color display and degree of nudity of models. A content analysis of 245 male luxury accessories advertisements from four Korean mens lifestyle magazines and four Russian mens lifestyle magazines between November 2010 and November 2011 was done. This study found out that in both Korean and Russian magazines male luxury accessories advertisements replicated mens stereotypical image and commonly males in advertising was portrayed in working settings. Surprisingly, uniqueness was found out in both Korean and Russian magazines. Male models with extended self-image were used frequently in Russian magazines than in Korean. The main colors of male luxury accessories advertisements were cold and neutral colors. Additionally, the study found that Korean magazines using celebrities in luxury advertisements more than Russian magazines and that in Korean magazines male models are younger than in Russian magazines.