• Journal of Fashion Business
• /
• v.18 no.5
• /
• pp.15-24
• /
• 2014

The aim of this study is to examine the patterns of expressing contemporary beauty from the perspective of Laotzu's philosophy in order to suggest its concept and characteristics and to suggest specific cases through cosmetics advertisement. In doing so, the study attempted to understand that contemporary beauty is more humanistic and liberal in terms of expression patterns than in any other time period. The research results are as below. The frame concept of Laotzu's philosophy includes 1. Naturalness, 2. coexistence in Conflict, and 3. Non-otherness. The characteristics of contemporary beauty are natural and healthy, People can foresee changing beauty by the cycle of life and, by admitting this philosophy, people can understand one's individuality and discover self-esteemed beauty. Also, the results from the cases of cosmetics advertisement are as below: 1. Naturalness was remarkable. Such phenomenon was common in representative brands of the research subjects. Expression pattern was based on soft, natural make-up and hair style. 2. For conflict and coexistence, they introduced the ancient image of the situation, and the situational image using food and herbs demonstrated a functional, situational image, which was used for the cosmetics advertisement based on the mutual coexistence concept instead of dichotomy of period or material. 3. Non-otherness advertisement, of which there was none, we expected that maximized marketing effect would be achieved if non-otherness cosmetics advertisement expressed the contemporary beauty because it could solicit sympathy form many consumers.

• Journal of Korean Philosophical Society
• /
• v.148
• /
• pp.269-289
• /
• 2018

This article is designed to help ensure that "Laotzu's Tao and Saussure's Linguisticse's Linguistics" can meet properly. To carry out this project, I asked how to understand Laotzu's 'not the eternal Name(非常名)'. Comparing Kongzi's 'the Rectification of name(正命)' with Laotzu's 'not the eternal Name', The meaning of the two concepts becomes clear. Kongzi's 'the Rectification of name' is political philosophy to restore etiquette through language order. In comparison, Laotzu's 'not the eternal Name' refers to Randomness[arbitraire] of the symbol. It shows that the order of languages can be dismantled, and that the structure, norms, and etiquette of society, which are established by language order, can be dismantled. Laotzu's 'not the eternal Name' is a logic that defies language as an institution, as a symbolism, and as a logic of disintegration. To illustrate this point, Searsure's Linguistics was brought in for discussion. In Saussure's Linguistics, the arbitrary nature of the symbol is the same as the Lotzu's 'Not the eternal Name'. Three arguments were used to elucidate the logic of the resistance and the logic of Deconstruct of the Language structure. First, I explained that the discussion of 'Name' was not just about 'the name of an object' but about the system, laws and norms of a society. Second, I explained the argument that language order is a social institution and a social structure by taking the words Saussure and Lacon. Third, I explained that 'not the eternal Name' is an important term that reveals the arbitrary and arbitrary relationship between the signifiant and the signifie. These arguments explain that Laotzu's 'not the eternal Name' is the logic of dismantling the language as a system and as the symbolic.