• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.86-100
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• 2011

The traditional feminity has gradually been diversified in the 21th century due to a change in the society. This diversification of women's images and styles is derived from the addition of masculinity to feminity. C. G. Jung insist that human being is bisexual in nature. Animus is the male aspect in the women's collective unconscious and it is the archetype through which we generally communicate with the collective unconscious. It is also important to get into touch with the collective unconscious for self-realization. This study analyzes subconscious desires based on the Animus archetype in the collective unconscious of women through the diversity of the gender identity shown in cosmetic advertisements. Therefore this study aims to suggest a marketing strategy for the women's beauty industry in the future. For this purpose, this study conducts an empirical analysis of women's make-up and hair style in cosmetic advertisements through the Jungian Animus theory. The conclusion of this study is as follows: First, gender identity represented in cosmetic advertisements was classified into Mother/Wife, Hetaira, Mediale and Amazon. Second, the Animus archetype stimulates masculinity in women's make-up and hair style. Third, range of utilization of cosmetic products is articulated with the diverse gender identity. This masculinization of women's beauty style is the external expression of collective unconscious and affords human being to reach self-realization.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.7
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• pp.778-788
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• 2003

This study aimed to review the influence of the World War I & II on the beauty culture which include toilette practices, cosmetic products and health habits. Literary materials were gathered and analyzed from books, journals and thesis concerning cosmetics, fashion and background history. Results are as follows: 1. Women's appearance gained social and official approval of its psychological and practical effect during the two wars and was regarded as an important strategy for the war. 2. The chemical industry helped to set forth an aggressive make up industry. 3. The orthopedic technique,1 of the war period resulted in the advancement of the plastic surgery business in the after war world. 4. After the First World War, the newly-risen American bourgeoisies' desire to show off their leisure activities provided from their wealth popularized suntan fast. 5. Strong, vital womanly beauty had been demanded in accordance with women's positive social Participation during the Second World War.

• Journal of the Korean Society of Costume
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• v.56 no.8 s.108
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• pp.123-137
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• 2006

Christian Dior has been standing to a good position in fashion and make-up for a long time, and it has been growing up continuously. The purpose of this study was to find out data that a point of view on sensibility. So first, this study analyzed image components of Christian Dior fashion, then this study examined aesthetic characters of Christian Dior fashion. For researching the image of Dior based on an historical consideration of Dior, subjects were fixed in this study. 1) Analyzing image components of Dior fashion 2) Examining image characters of Dior fashion 3) Researching consumers understand how to image of Dior fashion. The study was theoretical and established method; using more than a graduate student-major in clothing and make up, survey$(2004.5\sim6.)$ and SPSS 10 program statistics method. As the results, in Dior fashion, this study analyzed the factors of shape, color, material and texture, and that indicated character of chic, classic, gorgeous and romantic image on the foundation of elegant beauty. As consumers understood that as a same image. By analyzing the image as an emotional side, it could be fundamental data of emotional marketing for Asian.

• Science of Emotion and Sensibility
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• v.14 no.2
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• pp.321-330
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• 2011

Images of smoky make up illustrations with different the brightness tones for typical Korean eyes (standard one, small single eyelid and tailed up style) were systematically analyzed using vision-based emotional descriptive language for students majoring makeup and professional group. We identified that various images could be expressed by changing smoky makeup tones on eyes types through analysis of the emotional descriptive language. The smoky make up image recognition of smoky make up illustrations was almost consistent between the students and the professional group, but there was the distinct difference of image perception by two groups for some smoky make up illustrations due to the generation gap as well as their make up expertise and techniques. We suggested the image positioning maps which expressed the emotional reaction felt according to eyes shapes and smoky make up tones. The positioning maps were to provide criteria for various images to be able to express by smoky make up.

• Journal of the Korean Society of Costume
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• v.54 no.5
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• pp.27-39
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• 2004

Since around 1990. some experimental and shocking ugliness images have been expressed in Fashion and Make-up as well as Fine arts. The purpose of this study is to investigate the trends of ugliness images expressed in Modern Make-up from 1995 to 2003, especially focusing on color, and to enlarge the expressions through formative elements and to anticipate the prospect of Make-up in the future. Ugliness is the most negative aesthetic value which is lack of beauty. The 20 century art trends representing the ugly shape have been distorted or deformed or destroyed and extremely exaggerated with yellow, red, black, blue, white, green. The image and color of ugliness can be summarized as historical, avant-garde, decadence, de-constructive, humorous, futuristic trend and Most of colors are the achromatic ones like black, white, dark gray and red. blue, dark brown and so on. These colors cause some negative attributes such as fear. anger, death, devil, Pain, bad, ill omen, sorrow, despair and the like. At the turning Point in 21C are to be extended the range of color according to the experimental attempts such as informal, collage, graphic and the forth. Lastly, The characteristics of ugliness images expressed in the color of Modern Make-up have been analyzed into formlessness and inaccuracy and deformation by Karl Rosenkranz＇s theory.

• Journal of Industrial Convergence
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• v.18 no.3
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• pp.27-34
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• 2020

For modern people living in the era of the 4th Industrial Revolution, appearance management and consumption behavior are very important factors not only in personal values but also in human relationships. It is used as an important means of competitiveness with skin beauty and fashion. It is used as an important means. Therefore, we compared and analyzed professionally from the aesthetic point of view about the makeup of the eyebrows, eyes, eye line, cheeks, lip make-up, and skin tone of Woohee, who appeared in the movie and Miss Korea in 1989. As a result of the study, other aspects were analyzed in the common denominator of a somewhat exaggerated makeup technique. Accordingly, through this study, it is possible to explore multiple angles for developing novel makeup patterns and items, and at the same time, it will help to establish a foundation for makeup beauty education. In addition, this study intends to contribute to the practical development with competitiveness by building a more aggressive marketing strategy in the makeup market.