earticle

영어

With the craze to look younger in the modern society, women express their ego and the desired integrated image of themselves through the usage of base make-up, which determines the texture of skin. The images they aspire to are often influenced by media, such as how female actors and idol stars wear make up, or by the images created by magazines and cosmetics advertisements. Cosmetics-related ads aim to express the brand image in a symbolic and compressed manner, and they function as a communication tool between the company and the consumers. As these advertisements lay out the latest trends, many depend heavily on this particular medium to understand the current style. These media also have a significant impact on how women put on make-up. Thus this dissertation is written in the hope to predict the advertisement trends to follow in the future, while also understanding the trend of base make-up by analyzing the textures of base make-up from a total of 32 advertisements of season make-up from 2006 to 2013, an image collected from 32 ads from the following brand homepages: the two brands with the largest market domination Amore Pacific’s Hera, which uses female models in their 20-30’s, and LG Household and Healthcare Brand, ; Lee Kyung Min’s Vidi Vici, a personal artist brand that has significant influence on the base make-up texture trend; . These images are chosen after in-depth consultations with experts who are qualified with at least a Masters degree in Aesthetics. As a result, it was shown in that the advertisements of Hera and O Hui, the two largest make-up brands in South Korea, well reflected the latest trends of base make-up in their ads, and also helped in understanding the trend of base make-up texture the most. The analysis also revealed that personal make-up artist brands Luna and Vidi Vici do not reflect the current base make-up texture trend in their advertisements, but rather goes beyond the current trend and reflect in their ads what will be the upcoming ones in the future.