헤라화장품 광고에 나타난 메이크업 표현 특성에 관한 연구

A Study on Characteristics of Makeup Shown in Advertisements of HERA Cosmetics

Advertisements have been reconsidered as an element of culture creation which influences popular culture through reflection of historical aspects of the time. Among them, as it was thought that cosmetic advertisements reflect aesthetic mind and thoughts of women the most sensitively, this study examines the history and importance of cosmetic advertisements based on relevant bibliographical data and analyses the current makeup trends in HERA Cosmetic Advertisements. The HERA ads were differentiated from others' in the following aspects: First, professional makeup art directors participate in entire marketing such as makeup product planning and advertisement concepts; Second, a single model maintains a contract with HERA for such a long time to show changes in HERA, which helps people to remind the brand more, and as the same model shows several images in each season, if people use the product, they can change like a model.