한중 화장품 TV 광고에 나타난 외모 묘사 어휘 대조 연구

A Comparative Study of the Appearance Descriptive Vocabulary in Korean and Chinese Cosmetics Commercials

This study, starting with K-beauty, selected Korean and Chinese cosmetic TV advertisements by item, and extracted them to contrast the descriptive vocabulary of substantive and predicate from the advertisements. As a result, the descriptive vocabulary of Korean-Chinese dialects was almost identical in semantic distribution. However, in Korean, the metaphor of ‘beauty is [youth]’ was universally used, and the word ‘동안 (dongan)’ appeared frequently. It was found that there are more various derivative words centered on ‘안 (an)’, such as ‘美顔 (meiyan)’ and ‘淸顔 (qingyan)’ in Chinese. And there was no corresponding expression in Korean for an idiomatic expression expressing beauty like ‘秀發 (xiufa)’. In addition, the vocabulary of Korean-Chinese verbs was extracted more than that of tactile adjectives, and it is common that the descriptive expressions of both countries have ‘moisture, soft, firm (水潤, 細膩, 彈潤)’ series of words that represent a sense of touch. However, the difference between the descriptive expressions of idioms in Korea and China is that Chinese is semantically more subdivided compared to Korean expressions. In Korean, tactile adjectives are mostly used. In Chinese, there is a difference in that synesthesia has been transferred to the view of ‘beauty’ in ‘Q彈 (q-tan)’, which represents taste, including ‘粉嫩 (fennen)’, which includes the term of color.