- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The designer face as a new consumer commodity is a focus of this work. By venturing into the global marketplace of elective plastic surgery, the authors aim to develop a concept of the face in the consumer behavior discipline. “What is the face?” – is the fundamental research question. What makes the face the site of voluntary alteration? How do marketing forces drive the mainstream embrace of surgical correction of facial features as a commercial commodity, similar to shoes? This study takes place in South Korea, a nation that places a strong metaphorical value on the face and has historically developed the honor-centered concept of “saving face” as a guiding principle of life. Specifically study examines the normative function of advertising as presented in street billboards. Results show a transition occurring for the face's major functions and highlight emerging newer functions - the face as a mask and the face as fashion.
Results support the complex understanding of the face and the multiple functions prior studies note. One's face is a representation of self, a marker of character, and a marker of fate. At the same time, this study highlights a transition occurring for the face's major functions. Newer functions are emerging, specifically, the face as a mask and the face as fashion. This research goes beyond confirming that “beauty is becoming less about luck and more about choice” (Oorschot, 2013). Results also uncover new layers of facial attractiveness, including one in the form of natural beauty and the other as artificially created. Because so many faces now show signs of surgical intervention, and the “plasticity” of the face has become a reality, this artificial beauty needs conceptualization in the theoretical construct of beauty. Is the surgically redefined face a positive sign of taking care of one's body, an indicator of social status and economic standing? Does fake beauty serve as a negative marker and sterile attractiveness without personality? Do mainstream cosmetic surgeries present an example of human power and the eradication of unattractiveness? These questions should guide further inquiry in the research on the human face.