융(Jung)의 아니무스(Animus) 원형에 따른 여성 메이크업 ․ 헤어스타일 연구 - 화장품 광고를 중심으로 - (A Study on the Characteristics of Women’s Make-up and Hair Style according to the Animus Archetype of Jungian Theory -Focusing on Cosmetic Advertisements-)

서지정보

· 발행기관 : 한국복식학회
· 수록지 정보 : 복식 / 61권 / 6호 / 86 ~ 100페이지
· 저자명 : 정혜경, 곽태기

초록

The traditional feminity has gradually been diversified in the 21th century due to a change in the society. This diversification of women's images and styles is derived from the addition of masculinity to feminity. C. G. Jung insist that human being is bisexual in nature. Animus is the male aspect in the women's collective unconscious and it is the archetype through which we generally communicate with the collective unconscious. It is also important to get into touch with the collective unconscious for self-realization. This study analyzes subconscious desires based on the Animus archetype in the collective unconscious of women through the diversity of the gender identity shown in cosmetic advertisements. Therefore this study aims to suggest a marketing strategy fot the women's beauty industry in the future. For this purpose, this study conducts an empirical analysis of women's make-up and hair style in cosmetic advertisements through the Jungian Animus theory. The conclusion of this study is as follows: First, gender identity represented in cosmetic advertisements was classified into Mother/Wife, Hetaira, Mediale and Amazon.
Second, the Animus archetype stimulates masculinity in women's make-up and hair style. Third,range of utilization of cosmetic products is articulated with the diverse gender identity. This masculinization of women's beauty style is the external expression of collective unconscious and affords human being to reach self-realization.

영어초록

The traditional feminity has gradually been diversified in the 21th century due to a change in the society. This diversification of women's images and styles is derived from the addition of masculinity to feminity. C. G. Jung insist that human being is bisexual in nature. Animus is the male aspect in the women's collective unconscious and it is the archetype through which we generally communicate with the collective unconscious. It is also important to get into touch with the collective unconscious for self-realization. This study analyzes subconscious desires based on the Animus archetype in the collective unconscious of women through the diversity of the gender identity shown in cosmetic advertisements. Therefore this study aims to suggest a marketing strategy fot the women's beauty industry in the future. For this purpose, this study conducts an empirical analysis of women's make-up and hair style in cosmetic advertisements through the Jungian Animus theory. The conclusion of this study is as follows: First, gender identity represented in cosmetic advertisements was classified into Mother/Wife, Hetaira, Mediale and Amazon.
Second, the Animus archetype stimulates masculinity in women's make-up and hair style. Third,range of utilization of cosmetic products is articulated with the diverse gender identity. This masculinization of women's beauty style is the external expression of collective unconscious and affords human being to reach self-realization.

참고자료

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