Communications in Humanities Research ISSN: 2753-7072
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Research Article

Male Gaze and Gender Norms in Japanese Hair Removal Advertising

Rui DaiThe University of Osaka*

* Corresponding author: [email protected]

Abstract

This study explores how Japanese hair removal advertisements reproduce gender norms and reflect the logic of the male gaze. Based on the male gaze theory and the gender norms theory, this study analyzes two common advertising forms, short videos and posters, through four case studies. The analysis is mainly conducted from the perspectives of text and vision, as well as the three elements of narration, images and layout. The research results show that whether it is male or female narrators, short video advertisements associate women with men. Emphasize how hair removal positively influences men's feelings and attitudes in relationships. In short videos, women's agency often changes with men's evaluations, which reinforces heterosexual norms, and women are also positioned in passive and compliant roles. Visually, close-up shots of body parts, the use of filters, and multiple depictions of women as cute, innocent or sexy. All these reflect a kind of aesthetic view influenced by the male gaze. Although the advertisements in these three cases were mainly targeted at female consumers, they were actually designed with a male perspective as the assumed audience. In posters, advertisements targeting women often employ "feminine" colors, revealing clothing, and models with exotic styles, further reinforcing the sexualized image of women. In contrast, advertisements targeting men place more emphasis on professionalism and exhibit a more balanced composition between text and visual elements. Overall, this study reveals how hair removal advertisements in Japan constantly reinforce stereotypes about "femininity", prompt women to objectify themselves, and invisibly deepen gender inequality in society.

Keywords: Male Gaze; Gender Norms; Femininity; Hair Culture; Advertising
Published: December 10, 2025
DOI: 10.54254/2753-7064/2025.HT30556
Volume: CHR Vol.100
pp. 143-151
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