earticle

영어

This study has investigated changes in aesthetic characteristics of cosmetics models among Korean female cosmetics’ advertisements, which have led popular culture since 1990, and attempted to identify changes in femininity and aesthetic consciousness. Since the relaxation of Regulations for Prior Review of Advertisement in 1992, diverse and plural femininity has been expressed through female models in cosmetics advertisement. Instead of focusing on the pure and beautiful aspects of women only, new aspects of women (ex: Elegance, Cute and romantic, sexy and provocative, boyish and neutral, etc.) have been emphasized. It appears that the pursuit of this kind of diversified femininity and aesthetics will continue.