국내 한방화장품 광고 이미지에 나타난 한국 미 연구

Study on Korean Aesthetics Image of Advertisement Centering on Korean Herb Medicinal Cosmetics

There is a continuous upward trend of the propensity to consume for the Korean herb medicinal cosmetic products since the wellbeing which interests get higher about the health, and the nature harmony’s social trend. We would like to be aware of necessity of a research about advertisement image for the Korean herb medicinal cosmetic products to focus on the relationship, and the influence between orientalism, occidentalism as well as aesthetics of Korea. This research begins point in question to a certain extent our analysis holding a valid generalization when we consider of ourselves own accord that are classical, mystical, and oriental image, furthermore, we worthy of notice between orientalism which makes us to be the other than self, and occidentalism which make us to be isolated. According to a precedent, and the actual analysis of the study, it is verified oriental image from classical, mystical and modern functional image of similar to western cosmetics. reasonable image from balancing, simplicity and active image from informal, active image from informal, incompletion of aesthetics of Korea, and nature friendly image from indifference, and naturalness. The purpose of this research is that to provide basis standards for the marketing to make a clear distinction of the identy for the Korean herb medicinal cosmetics by reestablishing use for wrong purpose of the Orient characteristics, and improper use of the despising perspective from the West.