| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 102 === Abstract
Male characters have been living under the traditional stereotype in the public’s cognitive, as a male they must have to be strong, brave and even tough. With the rise of feminism, gender roles tend to be equal, male characters appear gradually changed. The social development had driven the integration and complementarity of gender roles, and therefore the male role began to emerge a more gentle side.
In recent years, the rise of Korean Pop Music has brought over the "Flower Boy" character and it has become the new face of modern men. Those artists who are with the "Flower Boy" outlook become more and more. Whether it is a magazine or television advertising, can be found with "Flower Boy" image of male artists as they began to show up in a lot of advertising, products, or become magazine clothing, styling models. As the characteristics of "Flower Boy" get clearer, the social acceptance of changing roles of men and women gradually widened, "Flower Boy" appeared in television commercials and print ads frequency is also increasing; This phenomenon addition to bring new social scene, but also brought up a new social trends.
The modern lives with advertising everyday and modern would receive advertising messages every day from various pipelines. The message conveyed through advertising products is numerous; in this study we have collected 200 samples of advertising and will work on in the product classification according to different product categories. Furthermore in this research will observe whether the male characters are not the same show through product classification. The performance of the image of "Flower Boy" with beautiful patterns are also due to the classification of products vary also would be explore in this study.
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