Cultural Differences in Makeup Advertisements, Taking Korean and American Brands as Examples

Abstract

This research is about the differences in makeup advertisements, especially the lipstick branch, between Korea and America and the reasons for them. America and Korea are famous for their production of makeup products, so their makeup advertisements are representative. Although their commercial and marketing strategies are very similar and many similarities can be found in their advertisements, there are still many differences that consumers can observe. By looking into the makeup commercials from both countries from a transcultural perspective and considering the cultural background between the two countries, this paper finds that cultural differences have an impact on makeup advertisements. Specifically, Korea and America have different strategies in terms of model choice and color usage. Korea prefers super idols and light colors while America chooses professional models and dark colors. It is essential for different countries to learn from each other and create the most suitable types of advertisements for consumers with different cultural backgrounds.