Highest value shown in Baekbun (face powder) advertisement texts from the 1920s to the 1930s -Focus on a transitional confrontation between traditional beauty and modern beauty1920~1930년대 백분 광고 텍스트에 나타난 최상의 가치 -전통미와 근대미의 과도기적 대립을 중심으로-
- Other Titles
- 1920~1930년대 백분 광고 텍스트에 나타난 최상의 가치 -전통미와 근대미의 과도기적 대립을 중심으로-
- Authors
- 백주현; 채금석; 김소희
- Issue Date
- Jun-2018
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- Baekbun (chinese source; Cosmetic advertisement; Face pawder); Feminine; Makeup culture; Skin care
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.42, no.3, pp 544 - 559
- Pages
- 16
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 42
- Number
- 3
- Start Page
- 544
- End Page
- 559
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/4486
- DOI
- 10.5850/JKSCT.2018.42.3.544
- ISSN
- 1225-1151
2234-0793
- Abstract
- Korea's traditional aesthetic criterion changed with a new makeup culture that followed the social change caused by modernization. Such transitional features are well seen in the cosmetic advertisements of the 1920's and 1930's. To investigate the cultural characteristics and aesthetic-criteria changes of makeup culture at this period, this thesis analyzes cosmetic advertisements carried in newspaper media of the 1920's and 1930's from an aesthetic perspective. This study found that after the late 1920's, more diverse tones were used for face-powder makeup, collapsing the visual, powder-focused makeup which had been considered criteria for beauty, in combination with smelling and tactile senses such as scent or touch. Domestic makeup had the highest value attached to basic skincare in terms of the aesthetic effect via powder makeup; however, Japanese makeup still stressed the importance of color. Besides, particular facts were found as to social significance of makeup acts such as powder users' age group, safety, superiority and rivals of products, and appeal for makeup popularization. This thesis demonstrates how traditional female beauty appears in powder advertisements in the modern period and how it is related to present-day female beauty. © 2018, The Korean Society of Clothing and Textiles.
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