It’s the Looks That Count! Wivine Ngongo (Normal, Illinois, USA) Jessica Yun (Tacoma, Washington, USA) Jennifer Yang (Ottawa, Ontario, Canada)

Preview Brief background ◦ American beauty stereotypes vs. South Korean beauty stereotypes Define the problem and set goal Hypothesis Research method Data collection ◦ Tables, bar graphs, pi graphs, ratios Analysis of results

Brief Background A conservatively dressed woman in the front cover of a magazine isn’t likely to attract the majority of the male population. Media images of women are always directed at men. Women are encouraged to look at themselves and other women the way men do.

Brief Background The expected or stereotypical beauty of Korean women has changed over the past couple decades under the influence of Western beauty. Korean men are less tempted to be attracted by these demeaning women than American men are.

Problem This experiment focuses on stereotypes we see today in beauty, specifically in Western and Eastern cultures. The problem is that it is perceived that American beauty is judged with “lust”; Asian beauty with “love.”

Purpose Statement Our goal is to challenge this stereotype and experimentally determine whether American and Korean men and women favor images of conservatively dressed or revealing women.

Hypothesis In general, Americans will favor the image of the most provocatively dressed woman while the majority of South Koreans will favor the image of the most conservatively dressed female model. Males in the United States will favor the image of the provocatively dressed woman while males in South Korea will favor images of the conservatively dressed woman.

Hypothesis On the contrary, males in the United States will have little physical attracted for the conservatively dressed woman while males in South Korea will have no physical attraction for the provocatively dressed woman. Females in the United States will follow the same trend as South Korean males, and Females in South Korea will follow the same trend as American males.

Research Method Experiment was conducted in the mall on a Saturday. Held out flyers to shoppers and asked them to point out the most attractive body image of Rihanna. A total of 50 participants from each country were involved.

Most provocative (Image 1) Somewhat provocative (Image 2) Somewhat conservative (Image 3) Most conservative (Image 4)

Images from America

Images from South Korea

Data Collection United States Data MaleFemaleTotal Most provocative12719 Somewhat provocative279 Somewhat conservative224 Most Conservative71118 Total232750

Data Collection South Korea Data MaleFemaleTotal Most provocative044 Somewhat provocative022 Somewhat conservative9716 Most Conservative91928 Total183250

U.S. Male Votes vs. SK Male Votes

U.S. Female Votes vs. SK Female Votes

American Male vs. Female votes

South Korean Male vs. Female Votes

Ratios U.S. Male to SK Male votes U.S. Female to SK Female votes U.S. Male to U.S. Female votes SK Male to SK Female votes Total Americans to Total South Koreans Most provocative (1) 12:07:412:70:419:4 Somewhat provocative (2) 2:07:22:70:29:2 Somewhat conservative (3) 2:92:72:29:74:16 Most conservative (4) 7:911:197:119:1918:28 Total Ratio23:1827:3223:2718:3250:50

STOP! Flaws: ◦ American male votes ≠ South Korean male votes ◦ American female votes ≠ South Korean female votes ◦ American male votes ≠ American female votes ◦ South Korean male votes ≠ South Korean female votes Alternative: ◦ Compare percent values

American Males South Korean Males

American Females South Korean Females South Korean Females

Analysis of Results Hypothesis: In general, Americans will favor the most provocative image of the woman and the majority of South Koreans will favor the image of the most conservatively dressed female model. End Result: The majority of Americans favored image 1 and the majority of South Koreans favored image 4. Hypothesis supported

Analysis of Results Hypothesis: Males in the United States will favor the image of the provocatively dressed woman while males in South Korea will favor images of the conservatively dressed woman. End Result: American males favored images 1 and 2 and South Korean males favored images 3 and 4. Hypothesis supported

Analysis of Results Hypothesis: Females in the United States will follow the same trend as South Korean males, and Females in South Korea will follow the same trend as American males. End Result: Both American and South Korean females favored image 4. Hypothesis refuted

Analysis of Results Hypothesis: Males in the United States will have little physical attracted for the conservatively dressed woman while males in South Korea will have no physical attraction for the provocatively dressed woman. End Result: Asian males had no physical attraction for images 1 and 2 and American males showed little attraction for the conservative female model in images 3 and 4. Hypothesis supported

In Conclusion Are those beauty stereotypes we hear about Western and Eastern cultures true? According to our results, yes. Any questions?