earticle

영어

According to factor analysis based on cognitive & emotional responses and advertisement for attitude by beauty make-up and art make-up, ‘artistic’ was the most important factor in art make-up in terms of cognitive responses. In beauty make-up, on the contrary, ‘practicality’ was the most important factor. In terms of emotional responses, ‘ornamentation’ was the most important factor in art make-up. In beauty make-up, ‘familiarity’ was the most important factor. In terms of advertisement for attitude, ‘interest’ was the most important factors in art make-up. In beauty make-up, on the other hand, ‘reliability’ was the most critical factors. According to analysis on the effect of cognitive and emotional responses on advertisement for attitude by type of make-up, beauty make-up images did not draw ‘attention’ on the advertisement. However, ‘interest ’ in the advertisement increased when it was perceived in terms of ‘ornamentation’ and ‘attractiveness’. When art make-up was perceived as ‘artistic’ on the contrary, visual ‘interest’ and ‘attention’ on the advertisement increased. When beauty make-up and art make-up were perceived under ‘familiarity’ however ‘interest’ in the advertisement declined. When beauty make-up was perceived from the perspective of ‘practicality’, ‘reliability’ on the advertisement increased. When art make-up images were perceived from the perspective of ‘familiarity’ and ‘dignity’ on the other hand, ‘reliability’ on the advertisement increased. When ‘ornamentation’ on beauty make-up and art make-up increased, however, consumers negative view on the advertisement was high.