한·중 여성잡지 색조화장품 광고표현 비교 -한국ELLE와 중국ELLE의 색조화장품 광고를 대상으로- (A Comparison of the Artistic styles of Advertisements Represented in the issued in Magazine, 'ELLE' as published in between Korea and China)

서지정보

· 발행기관 : 한국디자인학회
· 수록지 정보 : 디자인학연구 / 23권 / 4호 / 275 ~ 288페이지
· 저자명 : 장양양, 명광주

초록

본 연구는 한국과 중국의 여성화장품잡지광고에 나타난 색조화장품의 광고표현에 있어서 양국 간의 표현차이를 비교분석하기 위한 연구이다. 연구대상 잡지의 선정은 유행에 민감하며, 상대적으로 다양한 감정표현을 자유롭게 행하는 미혼여성들이 주 독자층인 잡지로써 한국과 중국에서 같은 이름으로 발행되는 잡지, 즉 ELLE로 하였다. 조사분석 대상 광고의 선정은 한ㆍ중 양국에서 2009년 1월부터 12월까지 발행된ELLE 잡지에 게재된 여성색조화장품광고로 한 하였다. 우선 색조화장품광고를 조사대상 광고로 선정하기에 앞서서 한ㆍ중 양국 ELLE잡지에 게재된 전체 화장품광고를 수집하였다.
한국과 중국의 색조화장품광고는 각 나라의 기초화장품광고에 비해서 상대적으로 낮은 광고노출이 이루어지고 있었으나, 기초화장품광고의 수가 너무 많아서 비교분석 대상으로 선정하는 데에 어려움이 있어서 상대적으로 적은 브랜드가 광고되고 있는 색조화장품을 비교연구대상으로 선정하였다. 본 연구는 한국과 중국에 있어서 소비자의 선호도를 증가시키고, 구매에 연결시킬 수 있는 효과적인 광고표현전략을 수립하는 데에 도움이 되기 바란다. 향후 한국과 중국뿐만 아니라 세계 소비자의 선호를 파악하도록 계속 연구하겠다.

영어초록

Cosmetics advertisements have long depicted the most sensitive reflection of women's aesthetic sensibilities, lifestyles, and ways of thinking as they are represented in popular culture. These ads also convey the beauty and functionality of female consciousness, as well as the tastes of consumers who consider this advertising beautiful expression of certain concepts as they appeal to the needs of women. Furthermore, cosmetics advertising may be considered one of the best expressions of contemporary social trends and environmental tools. Especially nowadays, cosmetics advertising has become a sensitive barometer of the aesthetic and awareness of women, and among female consumers who respond to particular brands of cosmetics represented in the ads, the make-up effect has become very popular, resulting in values and methods of women there have been many cosmetic changes has shown the advertising effect to the provisions of the United States make up the concept of trend. In recent years, as trade and cooperation between China and South Korea has increased advertising has remained very active in both countries. In that regard, several studies have been conducted by advertising companies to establish more effective advertising strategies and, in turn, to gain more market share for the companies involved. China and South Korea share geographical proximity and certain cultural similarities, and as awareness of this has increased, many scholars have come to define both countries as belonging to the "East Asian cultural circle." Others have also propounded that these two markets are affected by a shared emphasis on Confucian ideology. Nevertheless, it is also evident that these countries do have somewhat different cultural backgrounds, as well as different philosophies on how to achieve a free economy. Comparative research on magazine advertising in China and South Korea also reveals similar approaches between the two countries and in each one, effective magazine ads do seem to prompt increases in consumer demand for the products they represent. It is possible, then, that a better understanding of advertising performance as it pertains to Chinese and South Korean cosmetics brand images may increase the support of the ads themselves as consumer demand is improved. This can also be applied to the development of effective advertising strategies.

참고자료

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