미국과 한국 여성잡지 광고에 나타난 ‘아름다움’ 은유 속의 문화 분석
Beauty Metaphors in American and Korean Women’s Magazine Advertisements and Culture Analysis
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This paper compares beauty metaphors found in advertisements of American women’s magazines with those of Korean women’s magazines to see how BEAUTY is conceptualized in each culture. In American women’s magazines, beauty is conceived as something related to extraversion or what can be achieved through an effortful process. On the other hand, in Korean women’s magazines, we could observe the tendency that BEAUTY was understood as a result that can be simply given. Yet, two cultures share some source domains such as RADIANCE, PLANT, UPWARD ORIENTATION, YOUTH, and SCIENCE/HEALTH, indicating that BEAUTY is something very positive and worthy to pursue.
Abstract
This paper compares beauty metaphors found in advertisements of American women’s magazines with those of Korean women’s magazines to see how BEAUTY is conceptualized in each culture. In American women’s magazines, beauty is conceived as something related to extraversion or what can be achieved through an effortful process. On the other hand, in Korean women’s magazines, we could observe the tendency that BEAUTY was understood as a result that can be simply given. Yet, two cultures share some source domains such as RADIANCE, PLANT, UPWARD ORIENTATION, YOUTH, and SCIENCE/HEALTH, indicating that BEAUTY is something very positive and worthy to pursue.
참고문헌 (18)
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