ABSTRACT
A phenomenon where male celebrities endorse traditionally or stereotypically feminine-
oriented products and vice versa has emerged in advertising (Kim 2009; Son 2013). For
example, Seung Ki Lee, a celebrity in Korea, featured in an advertisement for rice cook-
ers in January 2014. Further, Kim Hee-Ae, a female celebrity in Korea, featured in an
advertisement for motor engine oil. Regular male models sometimes appear in advertise-
ments for stereotypically feminine-oriented products, such as rice cookers and vacuum
cleaners (Kim 2009; Son 2013). This cross-gender phenomenon of male models endors-
ing traditionally feminine-oriented products implies a social change in gender role stereo-
types, which has historically proven challenging. Perspectives on a woman’s role have
changed significantly worldwide because of women’s increased entry into society, and
cross-gender ads have begun to reflect social changes in ads in response to changes in
women’s social status (Paek, Nelson, and Vilela 2011). Such cross-gender phenomena
have emerged around the globe and are emerging more gradually in Asian countries com-
pared to Western countries(Lien, Chou, and Chang 2012; Paek, Nelson, and Vilela 2011).
