Post on 01-Jan-2016
It’s the Looks That Count!It’s the Looks That Count!Wivine Ngongo (Normal, Illinois, USA)
Jessica Yun (Tacoma, Washington, USA)
Jennifer Yang (Ottawa, Ontario, Canada)
PreviewPreviewBrief background
◦American beauty stereotypes vs. South Korean beauty stereotypes
Define the problem and set goalHypothesisResearch methodData collection
◦Tables, bar graphs, pi graphs, ratiosAnalysis of results
Brief BackgroundBrief BackgroundA 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 BackgroundBrief BackgroundThe 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.
ProblemProblem
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 StatementPurpose StatementOur goal is to challenge this
stereotype and experimentally determine whether American and Korean men and women favor images of conservatively dressed or revealing women.
HypothesisHypothesisIn 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.
HypothesisHypothesisOn 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 MethodResearch MethodExperiment 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 provocativ
e(Image 2)
Somewhat conservativ
e(Image 3)
Most conservative(Image 4)
Data CollectionData Collection
United States Data
Male Female Total
Most provocative 12 7 19
Somewhat provocative
2 7 9
Somewhat conservative
2 2 4
Most Conservative 7 11 18
Total 23 27 50
Data CollectionData Collection
South Korea Data
Male Female Total
Most provocative 0 4 4
Somewhat provocative
0 2 2
Somewhat conservative
9 7 16
Most Conservative 9 19 28
Total 18 32 50
RatiosRatiosU.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)
12:0 7:4 12:7 0:4 19:4
Somewhat provocative (2)
2:0 7:2 2:7 0:2 9:2
Somewhat conservative (3)
2:9 2:7 2:2 9:7 4:16
Most conservative (4)
7:9 11:19 7:11 9:19 18:28
Total Ratio 23:18 27:32 23:27 18:32 50:50
STOP!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 votesAlternative:
◦Compare percent values
Analysis of ResultsAnalysis of ResultsHypothesis: 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 ResultsAnalysis of ResultsHypothesis: 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 ResultsAnalysis of ResultsHypothesis: 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 ResultsAnalysis of ResultsHypothesis: 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