ABSTRACT
Advertising Influence of Imported Cosmetics' on Women's Sense of Beauty
(focused on Brand and Models)
Park, Young-ho
Major in Art Education
Graduate School of Education Hanyang University
Directed by Prof. Yang, Ho-il
The purpose of this research of the cosmetic advertisement is not only on the commercial side but the factors which bring about the definition of beauty. These factors include how to put on make-up, how to manage the beauty, how to acknowledge the popular colors, the aesthetic appreciation of the product and many more. To make it simple, this research focuses on how the above mentioned factors affect the women's perception of the beauty.
In our present society, the advertisement focuses on the company's ideology, product's information, market strategy, and the introduction of the brand's commercial point-of-view. This means the above mentioned factors of the product compose to become a certain form where it shapes into a meaningful means to our life. Among many products, cosmetics are especially a good example in bringing about a certain form (beauty) with many factors mentioned in the advertisement. The cosmetic advertisement more emphasize on the factors about the beauty and charm of women than the quality of the product itself. Because cosmetic advertisement carries a bigger picture of the beauty, it uses its model to draw attention not only to the product but also to the management of the make-up, skin, hair, dressing and so on. Through the model the consumers then accept these messages which gradually become part of their ways of expressing beauty.
The theory in this research is that the image of the brand and the model of the imported cosmetic advertisement plays important role in creating the meaning of beauty unconsciously.
To test the above theory, I chose the world famous brand, Estee Lauder advertisement with the statistic approach by asking questionnaires. The questionnaires focus on the awareness of the consumer, advertisement and model. The questionnaires were asked individually to the consumers at the cosmetic shops in department store. After the research, I concluded as follows:
The high credibility of the imported cosmetic products play stronger role in not only the quality of the product but also on how they express and manage the image of the beauty. It unconsciously plays important role in effecting our definition of beauty. Therefore, our ways of decorating eyes, face, hair, body, skin and so on became more and more Westernized.
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