Journal of the Korean Society of Fashion and Beauty (한국패션뷰티학회지)
- Volume 1 Issue 1 Serial No. 1
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- Pages.143-151
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- 2003
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- 1738-0480(pISSN)
The Characteristics of Visual sign in Korean women's Make-Up Advertisement
한국 여성의 메이크업 광고에 나타난 시각적 기호의 특성
- Lee, Ju-Yeon (Dept. of fashion & beauty, Konyang university)
- 이주연 (건양대학교 패션뷰티학과)
- Published : 2003.11.30
Abstract
As korean women despised to transform their appearance into totally different shape, and they regarded to enhance a inherent beauty ideal beauty, korean traditional make-up culture was natural. But in modern society, make-up has been developing as one of the beauty industry and it means make-up involves more meanings than primitive period and needs to study its multi-dimensional connotation to understand in the culture. The purposes of this study were to find out what was represented in make-up ad and how it has been changed. The data of this study were collected from make-up advertisement printed in 'Hyang Jang' which is a periodical of amole pacific cosmetic industry from 1972-2001, and qualitatively analysed. As a results of content analysis were: The characteristics of non-verbal expression in make-up advertisements were different by the time. Generally person-appeal advertisements were more than product-appeal advertisements. And in the 1970s and early 1980s, person-appeal advertisements were appeal to the lifestyle, but after that person itself was appealed. And also after early 1980s, image-appeal advertisements were increased.