크로스섹슈얼 마케팅을 활용한 TV광고에서의 남성성에 대한 의미연구 - 2010년부터 2015년 이성제품과 감성제품 광고를 중심으로 -

Abstract

The purpose of this study was to explore the ideological meanings of social culture for masculinity found among the cases of male models in women's product brand TV commercials applying cross-sexual marketing. Analyze signification of masculinity in the cases of TV commercials for products mainly consumed by females according to product involvement (rational/emotional) by using signification in Roland Barthes's semiology. Then, critical analysis was performed on such masculinity to determine what the changes might signify from a socio-cultural perspective. First, when signification of masculinity in male models was analyzed according to involvement (rational/emotional) for products applying cross-sexual marketing in TV commercials mainly consumed by females, it was found that rational products gave a feeling of ideal masculinity with confidence and pride, as hoped by everyone, whereas emotional ones gave a feeling of girllike masculinity with shyness, softness, and sexiness. Second, when the variation in the meanings of masculinity in male models applying cross-sexual marketing in TV commercials for women's products was analyzed according to product involvement (rational/emotional), it was found that patriarchal and blunt masculinity was taken for granted in the past, but the current masculinity involves charisma, pride, softness, warmth, beauty, sexiness, and so on, as influenced by contemporary types, styles, and social changes. This demonstrates that the changing masculinity in the commercials may act significantly on psychology of today's people who hope to follow fashionable styles.