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http://dx.doi.org/10.5850/JKSCT.2019.43.2.255

Beauty in White Make-up Powder (白粉) Advertisements in the 1920s and 1930s -Aesthetic Expression in the Era of Modern Cosmetics Advertisement-  

Baek, Ju Hyun (Dept. of Clothing & Textiles, Sookmyung Women's University)
Chae, Keum Seok (Dept. of Clothing & Textiles, Sookmyung Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.2, 2019 , pp. 255-273 More about this Journal
Abstract
Perceptions of beauty change and are shared with others in the media of emotional words. In the modern age, a mix of traditional and modern make-up cultures has changed the standards of beauty. Therefore, an analysis using emotional words (an image that consumers have for certain subjects) and an image scale that intuitively shows them can be an important means for understanding changes in the "beauty of the time". This paper considered changes in typical aesthetic characteristics that women pursued through make-up by analyzing emotional words in white make-up powder advertisement texts from the 1920s through the 1930s. Imported modern technologies changed cosmetic manufacturing techniques and advertising methods to create a momentum that changed women's make-up culture from light to heavy make-up or from white to color make-up. Such changes have led to changes in the perception of beauty and were expressed through sensitive vocabularies such as pure, new, fresh, lofty, lively, healthy, and cheery. Such changes reflect social aspects such as women's aspirations for high status, pursuit of security, or women's roles under the wartime regime to show a change from beauty with an attribute of [+cool] to that of [+soft].
Keywords
Cosmetic advertisement; Makeup culture; Emotional words; Image scale;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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