브랜드별 화장품 광고에 대한 메이크업 컬러 이미지 분석

Abstract

Thesedays in the midst of material plenty according to the rapid economic development, color marketing to raise customers’ purchasing power came to the fore importantly. All objects we see and feel are composed of colors and forms and of them colors tend to arouse customers’ purchasing motivation. In the marketing, colors show the products or the contents to deliver vividly and realistically and play the role to raise possessiveness. And also about the make-up, whether make-up is successful or not, depends on how well arranged and harmonized the image of each color is and the color is very important. Color is very important element in the advertisement. In reality new products are produced efficiently in the advertisement with the symbolic image, it is difficult to attract customers only with products and functional difference. To compose the unique advertisement to differentiate each image, color is very important element. Therefore this study is to analyze how strategically make-up color images are used by the image. And also it is to be referred on seeking for the direction to establish marketing strategy in cosmetic advertisement according to the color strategy by analyzing the strategic make-up image of the brands and colors.