• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.275-285
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• 2010

As we enter an era of emotional and endlessly competitive society, there has been a lot of changes happening to the styles and images of men, traditionally associated with strength and power. Today, the media is giving information on today's trendy men's styles and images to meet the growing demand by consumers, and giving appropriate gains in the process to all - both information providers and consumers. Generally speaking, the cover of a magazine represents the concept and image of the magazine. The cover model is closely tied with the symbolic image of the magazine, the current times, and what the general public wants. Therefore, research on the cover models of a lifestyle magazine has significance in that the current style trends will be able to be understood directly. The present research investigated the sexual images of men's magazine cover models. In carrying out the research, the sexual images were classified into the following: homosexual, cross sexual, metro sexual, and uber sexual. The research findings showed that uber sexual is the dominant sexual image in men's magazines in Korea, followed by metro sexual. In conclusion, the findings suggest an expansion of the traditional image of men, happening with the changes in traditional sex roles.

• The Journal of the Korea Contents Association
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• v.13 no.7
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• pp.80-90
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• 2013

Despite the growing popularity of gay consumers as a fetching niche market, there has been little academic attention paid to the homosexual themes in print media, especially compared to research on gender, race, and sex imagery in ads. The present study aims to fill this void by examining advertisements with three different target audiences(homosexual, metrosexual, retrosexual consumer) through a comparative analysis of contemporary magazine advertisements. In this present study, we analyzed ads in three leading men's magazines (Out, GQ, and Maxim). Product (product category, price, and luxury brand) and human model (basic descriptions, sexuality, status, and masculinity) characteristics in ads were analyzed as the variables signifying the degrees of gay themes in ads across three magazines. The results showed that more expensive luxury brands were placed in GQ and Out than Maxim, and more male models were under-sexualized in Maxim than GQ and Out.

• Fashion & Textile Research Journal
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• v.8 no.4
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• pp.382-390
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• 2006

In the 21st century, men is expressing the femininity instead of the muscularity. And a boundary line between a man and a woman is not clear any more. A man is interested in the lifestyle of a woman, and he imitates her fashion styles, hairstyles, accessories, make-up, and plastic surgery. He is called as "Metrosexual" or "Crossexual". Nowadays, men as well as women can satisfy the wants for beauty. The beautiful appearance of a man has a good impact on the social relationships. The feminizing trends are generally accepted and are shown in the silhouettes, details, colors, fabrics and accessories. The feminizing trends in men's knitwear are shown in the various items. They have slim silhouettes and feminine details. Also they are made of bulky yarns or fancy yarns, and various stitches for texture effects. The most outstanding changes in men's knitwear are the vivid colors and flower patterns.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.2
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• pp.125-133
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• 2006

Metro-Sexual is one of the most representing case showing contemporary life style of men that rooted into public already. The fundamental feature of this Metro-Sexual is the conversion of men's costume style to womanness which also could be seen from the history of clothes. The former works about sexual image, expression of sexual identity, androgynous and borderless phenomenon have been referred as base of this work. To analyze Metro-Sexual in modern social/cultural factors through such existing works will be critical part of understanding entire fashion trend in this day beyond sexual limit. As research method, former works, references, various fashion magazines and fashion related sites was used to grasp conception and womanity of Metro-Sexual. In a limited time interval from $2001{\sim}2006$ for practical work, silhouette, detail, trimming, colors, items, patterns and accessories were analyzed selected from famous S/S, F/W men's fashion collection magazine and internet site of professional fashion institute. It is obvious that Metro-Sexual already spread out in men's fashion based on such social/cultural background as new century's icon that regarded as critical factor in researching contemporary men's fashion and of the future.

• Journal of the Korean Society of Costume
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• v.57 no.2 s.111
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• pp.29-44
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• 2007

The purpose of this study was to classify male consumer groups according to the fashion lifestyle, to examine characteristics, needs and wants of each group, and to find out differences of cosmetics purchasing behavior among each group segment. After surveying 19-50 year old males by making a visit to college, company and home, 584 samples were analyzed by using SPSS(7.0) package program. Factor analysis, cluster analysis, ANOVA, crosstabs and $X^2-test$ were used to analyse collected data. The results of this study were as follows; 1. Twenty-two questionnaires using AIO fashion lifestyle variables produced seven factors; oriented fashion, flaunting brand preference, active preference, information intention, strong personality, reasonable economy and others directivity. Three groups based on oriented seven factors: personality, fashion and economy. 2. The Personality group had strong personal characters in their fashion. Men in this group prefer casual style and were represented by singles and professionals in their 30's. The fashion group pursued fashion trends, formal wears, and high-priced fashions. They were represented by singles with high-income managerial positions in their 19-29 age group. The economy group represented the largest sample in this study(54.5%). Men in this group tended to purchase fashion goods during of good fabrics at discount stores. This group represented married man with average incomes in their 40's. 3. Each of these three groups showed significant differences in cosmetics purchasing behavior. The personality group mainly purchased cosmetics on-line market because of price. The Internet tended to be their primary source of informations. They spent under 10,000won and pursued a simple and clear image. The fashion group purchased cosmetics at department stores to benefit from the knowledge of sales personal and their source of informations in the mass media. They spent over 70,000won monthly and pursued also a simple and clear image. The economy group purchased cosmetics at discount stores because of their wide assortment of products. They spent under 30,000won monthly and pursued a simple and clear image. Each of these groups currently consume different products and have a different concept of future cosmetic products.