Construction of gender images in the advertisements of Japanese style magazines

Abstract

Recent fashion and beauty work trends among young Japanese people, as portrayed in both men’s and women’s style magazines suggest little differentiation in gender images. The purpose of the present research is to compare the images of femininity and masculinity constructed in Japanese style magazines through the advertising of beauty care products. Literature review and visual analysis (a mixed semiotic/ content analysis approach) methods are used for the identification of masculinity and femininity image patterns in magazine ads; 256 beauty care product ads from two monthly female style magazines (Non-No and JJ) two monthly male style magazines (Men’s Non-No and HDP (Hot Dog Press), targeted at 18-25 year old audience, are analyzed. The research has shown that the prevailing images in beauty care ads of Japanese style magazines are those of a pretty, young girl and a handsome, gentle boy. In spite of similar expectations for the ideal feminine and masculine appearance, the reasons that lie behind those expectations are different. These findings suggest the need for a deeper understanding of contemporary intercultural gender role perception, which is the key factor in creating gender-equal societies.