태평양화장품 장업지에 나타난 메이크업 이미지 변천에 관한 연구 -1950~2000년도를 중심으로-

Abstract

This is to study on is to identify factors of change in the image of Korean women as transfigured with the changes of times by studying the changing process of criteria of esthetic value and further the social and cultural background thereof with the changes of times through analysis of photos put in cosmetic advertisements through the image of woman expressed in cosmetic advertisements put in 　Hyang Jang, a beauty information journal which has been published by Amore Pacific Co., Ltd. since 1958. The makeup trend and the image of woman as expressed chronologically are In 1950s, that the typical image of woman was soft and submissive, In 1960s, this was time to express that the typical image of woman looked cute and young. In 1970s, the typical image of woman was elegant and graceful, In 1980s, time to express that the typical image of woman was classy, decent and personal. In 1990s, this was time that the image of a stately and active career woman and the image of a woman with talent and personality were highlighted, In 2000s, this is time to express that the typical image of woman is of naturalness, cleanness and maturity without any change.