1920~1930년대의 백분(白粉)광고에 나타난 미(美)-근대 화장광고시대의 미적 표현-Beauty in White Make-up Powder (白粉) Advertisements in the 1920s and 1930s-Aesthetic Expression in the Era of Modern Cosmetics Advertisement-
- Other Titles
- Beauty in White Make-up Powder (白粉) Advertisements in the 1920s and 1930s-Aesthetic Expression in the Era of Modern Cosmetics Advertisement-
- Authors
- Baek J.H.; Chae K.S.
- Issue Date
- Apr-2019
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- Cosmetic advertisement; Emotional words; Image scale; 화장품 광고; Makeup culture; 감성어휘; 이미지스케일; 화장 문화
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.43, no.2, pp 255 - 273
- Pages
- 19
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 43
- Number
- 2
- Start Page
- 255
- End Page
- 273
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/3705
- DOI
- 10.5850/JKSCT.2019.43.2.255
- ISSN
- 1225-1151
2234-0793
- Abstract
- Perceptions of beauty change and are shared with others in the media of emotional words. In the modern age, a mix of traditional and modern make-up cultures has changed the standards of beauty. Therefore, an analysis using emotional words (an image that consumers have for certain subjects) and an image scale that intuitively shows them can be an important means for understanding changes in the beauty of the time. This paper considered changes in typical aesthetic characteristics that women pursued through make-up by analyzing emotional words in white make-up powder advertisement texts from the 1920s through the 1930s. Imported modern technologies changed cosmetic manufacturing techniques and advertising methods to create a momentum that changed women's make-up culture from light to heavy make-up or from white to color make-up. Such changes have led to changes in the perception of beauty and were expressed through sensitive vocabularies such as pure, new, fresh, lofty, lively, healthy, and cheery. Such changes reflect social aspects such as women's aspirations for high status, pursuit of security, or women's roles under the wartime regime to show a change from beauty with an attribute of [+cool] to that of [+soft]. © 2019, The Korean Society of Clothing and Textiles.
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