수입화장품 광고에 나타난 모델이미지와 메이크업 특성에 관한 연구 - 2001년～2004년 2월까지 패션잡지를 중심으로 : 수입화장품 광고에 나타난 모델이미지와 메이크업 특성에 관한 연구 = A Study on the model images and makeup characteristics represented in the advertisements of imported cosmetics brands

다국어 초록 (Multilingual Abstract)

The purpose of this study is analyze the model images, makeup trends and characteristics of cosmetic brands with a focus on imported brands" advertisements. The analysis included 156 advertisements about basic, color cosmetics and perfumes of Chanel, Christian Dior, Estee Lauder, and Lancome, which were inserted from January 2001 through February 2004 in Vogue, Marie Claire, and Elle, which are all fashion magazines licensed from foreign countries. Basic, color cosmetics and perfumes were analyzed for model images, and basic and color cosmetics were analyzed for the makeup characteristics.
First, the makeup trends of the imported cosmetic brands are as follows. Chanel stresses elegant and mature femininity with pastel colors; Christian Dior paints the entire protuberant parts of the eyelid with a variety of strong colors, in particular stressing the eye line with a dark and deep color tone; Estee Lauder paints the eyes with natural colors and transparently accentuates the lip; and Lancome gives the eyes and lips a gentle luster. Second, the feminine images shown in the advertisements of imported cosmetics include the elegant, romantic, ecological and erotic. Considering each brand in turn: in Chanel elegant images were most numerous, in Christian Dior erotic images were most numerous, in Estee Lauder ecological images were most numerous and in Lancome romantic images were most numerous. Third, the makeup characteristics shown in the advertisements of imported cosmetics include femininity, romanticism, smokism, and naturalism. Femininity utilizes makeup that stresses the image of a mature women in soft and feminine colors such as misty pink, ivory added with pearl, and coral; romanticism stresses a cute, girlish and immature feeling with a cheek touched with a ruddy complexion; smokism stresses the shape of one"s eyes with deep eye shadows and a thick eye line; and naturalism expresses natural beauty without excessive stress or exaggeration through transparent makeup.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 화장품 광고와 수입화장품 브랜드의 광고 모델
• Ⅲ. 수입화장품 브랜드 광고에 나타난 모델 이미지
• Ⅳ. 수입화장품 광고에 나타난 메이크업 특성
• Ⅴ. 결론
• 참고문헌