• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.333-334
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• 2012

본 연구는 한국과 중국의 여성잡지에 나타난 화장품 광고의 비교를 통하여 광고표현에 대한 국가 간의 차이점을 분석한 연구이다. 한국과 중국 여성잡지 화장품 광고를 내용 분석한 결과, 중국 여성잡지 화장품 광고에서 소비자의 시선을 사로잡기위한 이미지나 상품이 한국의 광고에 비하여 강조되고 있다. 같은 여성 화장품의 여성잡지 광고를 사례를 통하여 비교해 봄으로서 한국과 중국 간의 이론적인 배경을 통한 문화의 차이를 규명하고, 현재 한류의 열풍을 타고 성장하고 있는 한국 화장품 회사들의 중국시장 진출을 위한 광고의 전략 수립에 있어서 본 연구가 광고 전략수립의 가이드라인을 제시하고자 한다.

• Journal of Advanced Technology Convergence
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• v.2 no.3
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• pp.49-58
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• 2023

This study tried to verify the context effect in cosmetics advertisements by examining the cosmetics advertisement effect according to whether the brand image and the model image matched, and whether the brand image and the advertisement copy were harmoniously perceived. To this end, data were collected using the brand value type (3) × advertisement copy type (3) factorial design. The results are as follows. First, as a result of confirming the advertising effect according to the matching of the cosmetic brand image and the model image, it was found that both the advertising attitude and purchase intention were significantly high when the model image and the brand image matched. Second, it was confirmed whether there was a difference in the advertisement effect according to whether the cosmetic brand image and copy type matched. As a result, consumers who perceived that the cosmetic brand image and copy type matched had significantly higher advertising attitudes and purchase intentions than consumers who perceived that the copy type did not match. It is expected that it will provide validity as to whether the copy strategy should be established by incorporating the context effect when setting up a copy strategy for cosmetics advertisements in the future.

• Journal of Industrial Convergence
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• v.21 no.1
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• pp.33-42
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• 2023

This study tried to suggest the most effective advertising copy strategy according to the value type of cosmetic brands. For this purpose, an experimental study was conducted using a 3(brand value) × 3(copy type) factorial design. The research results are as follows. First, in the case of luxury brands, monologue-type copy showed the highest advertising effect (advertising attitude and purchase intention). Second, in the case of premium brands, solicitation-type copy showed the highest advertising attitude. However, there was no significant difference in purchase intention.. Third, in the case of the scalpel brand, the interactive copy showed the highest advertising effect (advertising attitude and purchase intention). These results provided the theoretical basis that it is effective to differentiate and use the copy type according to the value type of the cosmetic brand, and it will be used in the copy strategy for practitioners who produce cosmetic advertisements.

• Proceedings of the Korea Society of Costume Conference
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• 2003.05a
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• pp.38-38
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• 2003

본 연구는 남성에 대한 인식이 변화하고 외모에 대한 남성들의 관심이 증가되고 있는 사회적 상황에서 사회적 배경에 따라 남성의 메이크업문화가 형성되어온 과정을 고찰하고 사회의 의식, 가치, 이념을 반영하면서 새로운 것을 창조하는 사회 문화적 기능을 수행한다고 할 수 있는 남성화장품 광고를 중심으로 가치관과 사회적 의미의 변화를 고찰, 분석하는데 그 목적이 있다. 남성의 메이크업문화를 분석하기 위해 질적인 연구방법인 문헌고찰을 통해 시대적 배경을 고찰하였으며 화장품광고 텍스트를 분석하는데는 내용분석과 기호학적 분석을 실시함으로써 결과를 객관화 하고자 하였다.

• Archives of design research
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• v.14 no.3
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• pp.37-48
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• 2001

This paper is a study on how women consumers purchase are affected by models who appear in advertisements for cosmetics, focusing especially on studies concerning the impact that models have on advertisement strategies of the cosmetic industry in korea. In surveys conducted, consumers responded that cosmetic advertisement models should examplify a expertness and trustworthiness attitude more than just display their own physical attractiveness. The consumers who bought cosmetic products based on its endorsement from particular models responded that they had a positive reaction to the models physical attractiveness and likability while experiencing a negative reaction to the model's expertness and trustworthiness attitude. Women consumers are interested in cosmetic advertisement models, but do not necessarily trust them. Hence, the use of a Particular model does not directly affect the consumers Purchasing decision. Famous stars often appear in cosmetic advertisements in korea, and targeted consumers have a very positive response to their physical attractiveness, familiarity and perceived likability. However, the consumers have a completely negative response to the models in regards to their expertness, trustworthiness, and their sense of similarity with the model. The models, then, should be used in these advertisements to try and uphold the fellowing qualities. expertness in regards to having some knowledge of, experience with, and expertness in using the cosmetic produces, trustworthiness when expressing their own opinion of the product, matching image of products and targeted consumers.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.1-26
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• 2020

This study aimed to figure out the characteristics and trends of female images in domestic cosmetic ads, in regard to the introduction and change of the feminism. To begin with, 86 TV commercials of Mamonde cosmetic brands, aired from 1991 to 2019, was analysed in both quantitative and qualitative method. In result, in the first period (1991~1997), the radical feminism was predominant, insisting equality with males. But in the second period (1998~2005), it returned to the liberal feminism in which conventional female images remains. In the third period (2006-2011), the feminism and the post feminism appeared to be mixed, while, in the fourth period (2012-2019), the post feminism has become remarkable where females actively pursue the beauty. To summarize, it is meaningful in academic aspect that the result is a case study which vertically examined the female images of one single cosmetic brand in terms of feminism, on the other hand, in practical aspect that they suggest the establishment of communication and creative strategies of female products.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.

• International Area Studies Review
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• v.20 no.2
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• pp.141-172
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• 2016

The aim of this study was to view Korean Hallyu stars, the advertisement models of Korean cosmetics brands, as human brands in the Chinese cosmetics market. Furthermore, this study attempted to verify whether the attributes of human brands, such as reliability, professionalism, attraction, intimacy, similarity and favorable impression, affect Chinese consumers' affection toward Korean celebrities, and whether such Chinese consumers recognize the authenticity of the products, sellers, and companies of Korean cosmetics brands advertised by Korean stars. The results of empirical analysis indicated that among the attributes of Korean stars, the advertisement models of Korean cosmetics companies, Chinese consumers' affection toward Korean stars was positively affected by reliability, attraction and similarity, but not by professionalism, intimacy and favorable impression. Furthermore, results showed that the consumers' affection toward Korean stars positively affected the authenticity of the brands advertised by the celebrities.

• Journal of Convergence for Information Technology
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• v.8 no.4
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• pp.87-97
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• 2018

This study aimed to identify the effects of advertisement properties in PPL-used cosmetic convergence advertisements on brand attitude and purchasing intention and provide basic data that can be used for PPL marketing in cosmetics industry. For the purpose, this study interviewed female college students using a questionnaire and analysed 494 copies of the responses except 6 ones whose responses were insincere using SPSS v. 21.0. As a result, it was discovered that informativeness and entertainment as sub-factors of advertisement properties had statistically significant positive (+)effects on brand attitude while discomfort had statistically significant negative(-) effect on it. Also, informativeness and entertainment had statistically significant positive (+)effects on purchasing intention. Therefore, as PPL that breaks the contents and flow of dramas or movies decreases advertisement effects and purchasing intention, PPL advertisements should naturally present information on cosmetic products in dramas or movies.

• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.37-48
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• 2022

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.