패션잡지 VOGUE KOREA에 나타난 화장품 광고 분석

A Study of Cosmetics Advertising in VOGUE KOREA - Focusing on the period from 2010 thru 2015 -

This study analyzed cosmetics advertising in Vogue Korea published from 2010 thru 2015. It is aimed to predict changes in cosmetics advertising and use the results as an effective marketing source for future cosmetics advertising strategies. The Excel 2010 and SPSS WIN(version 21.0) were used to conduct a frequency analysis, cross-tabulation analysis, and χ²(Chi-square) test of collected data. The study results found that cosmetics advertising accounts for 14.1% of total advertisements with statistical significance. In terms of a portion of cosmetics advertising by month, the results revealed statistical significance. Specifically, July was the highest with 19.0% while March and September were relatively low with 11.4% and 11.3%, respectively. The trend of cosmetic advertisements by season showed that essence for functional cosmetics and foundation for base makeup cosmetics were high in all spring, summer, fall and winter. For color cosmetics, lip products were high in all seasons except for summer. Styling products for hairdressing and perfume for fragrance products were high in all seasons except for fall.