1920년대 동아일보에 소개된 일본산 화장품 레도·호시의 광고 고찰

Abstract

Through examining the advertisements for Japanese cosmetics “Redo” of as well as “Hoshi” of Hoshi Pharmaceutical Company, which were introduced to Korea through “Donga Ilbo” in the 1920s, the following findings were made: Redo included two types of soap, one type of tonic, two types of creams and three types of powder. The advertising is characterized by emphases on the whitening effect of the tonic, which is similar to today’s sun creams; the rejuvenating effects of the sun creams, which are similar to today’s hand creams; and the one-minute whitening of Redo Mary, which is similar to today’s BB creams and sun creams. Methods of promoting sale included the provision of gifts, prize contests, free samples for door-to-door sales, product demonstrations by actresses, women in traditional Korean costume, and illustrations featuring figures and products that aimed to promote an understanding of the use of the cosmetics. Meanwhile, Hoshi cosmetics by Hoshi Pharmaceutical Co. included two types of soap, one type of cosmetics, one type of cream, four types of powder and other cosmetics. The advertising is characterized by an emphasis on cosmetics manufactured by Dr. Beneru in France, and indicated all types of cosmetics and their prices through the use of a chart. Methods of promoting sale included an emphasis on the fact that the products were manufactured under the French system and that they surpassed the quality level of imported goods, thus differentiating the cosmetics from those produced by other companies.