화장품광고에 나타난 동안(童顔)이미지의 의미변화에 관한 연구

A Study on the Changes of Meaning of Young Face Image in Cosmetics Advertisement: Focused on Cosmetic Type and Makeup design element

This study attempted to determine how the types and makeup design elements (texture: skin, form: eyebrows, color: lips) of young face image related cosmetics in cosmetic ads have changed from 2006 to 2016 by the type of young face image. For this, based on previous studies, young face image were divided into three different types (innocent, elegant and eternal youth) and analyzed objectively, using content analysis. The results found the following: First, in terms of the type of young face image, ‘pure and innocent youth’ has been most frequently mentioned while ‘eternal youth’ has diminished. Second, regarding the type of cosmetics, wrinkle care products, foundation and lipsticks had the most exposure. In contrast, skin-brightening products have been less emphasized. Third, in terms of the type of young face image cosmetics, cosmeceuticals, which strengthen the basic functions of the skin such as skin protection and improvement, had frequent exposure. Fourth, regarding young face image makeup design elements, glossy texture, straight eyebrows and pale pink were most popular in ‘innocent youth’ while shimmery texture, standard eyebrows and light pink were mostly found in ‘elegant youth’. In ‘eternal youth’ as well, glossy texture, standard eyebrows and light pink were most common. The study results would be useful in developing advertisement strategies for young face related cosmetics in the cosmetic industry, which has been experiencing more intense market competition.