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중국 화장품광고의 메시지와 비주얼 내용분석

Content Analysis on the Verbal and Visual Messages of the Cosmetic Advertisements on Chinese Women’s Magazines

정인숙|박은아|유승엽
중국학연구회 (The Society Of Chinese Studies)|2010.09|중국학연구|제53호|pp. 333-358

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참고문헌

키워드

content analysisadvertisementschina cosmetics marketbeauty-ideals
주제분류중국어와문학

초록

Now, China is one of the biggest international market and Chinese cosmetics market is second biggest in Asia, seventh in the world. This study aimed to analyse the cosmetics advertisements on Chinese women’s magazines, published in 2009, and to find Chinese women’s beauty ideals and psycho-social values based on Resnik & Stern’s(1977) frame and Park’s(2002) frame. Total two hundred nineteen ads were content analysed based on Resnik & Stern(1977)’s frame and Park(2002)’s frame. Most of Chinese cosmetics ads contained usage-method, price, ingredients of products, and warranty information. These results meant that Chinese consumers want to know concrete product benefits of the product advertised. We content analysed the visual messages of ads, and above 50% of total ads contained western models. This suggests that Chinese women pursuit western beauty ideal, especially young and active women images. These results will help the Korean cosmetics companies, expanding overseas, to make effective strategy for advertising to Chinese market.

Abstract

Now, China is one of the biggest international market and Chinese cosmetics market is second biggest in Asia, seventh in the world. This study aimed to analyse the cosmetics advertisements on Chinese women’s magazines, published in 2009, and to find Chinese women’s beauty ideals and psycho-social values based on Resnik & Stern’s(1977) frame and Park’s(2002) frame. Total two hundred nineteen ads were content analysed based on Resnik & Stern(1977)’s frame and Park(2002)’s frame. Most of Chinese cosmetics ads contained usage-method, price, ingredients of products, and warranty information. These results meant that Chinese consumers want to know concrete product benefits of the product advertised. We content analysed the visual messages of ads, and above 50% of total ads contained western models. This suggests that Chinese women pursuit western beauty ideal, especially young and active women images. These results will help the Korean cosmetics companies, expanding overseas, to make effective strategy for advertising to Chinese market.

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