earticle

영어

This paper compares beauty metaphors found in advertisements of American women’s magazines with those of Korean women’s magazines to see how BEAUTY is conceptualized in each culture. In American women’s magazines, beauty is conceived as something related to extraversion or what can be achieved through an effortful process. On the other hand, in Korean women’s magazines, we could observe the tendency that BEAUTY was understood as a result that can be simply given. Yet, two cultures share some source domains such as RADIANCE, PLANT, UPWARD ORIENTATION, YOUTH, and SCIENCE/HEALTH, indicating that BEAUTY is something very positive and worthy to pursue.