실버세대 여성유명인의 이미지 유형화 및 미용스타일 분석

Abstract

Purpose: This study classified silver generation female celebrities according to images of the younger generation in order to analyze beauty, style, and image differences according to generation type. The study data can be used to inform fashion and beauty product development through improving our understanding of silver generation women's representative style, which is emerging as a new consumer segment. Methods: 50 images of silver age female celebrities who ranged from 55 to 65 years of age. A total of 20 adjective pairs were extracted with reference to a previous study of image evaluation using a 7-point semantic differential scale. The rating of female celebrities according to the adjectives was ‘like–dislike’. Data collection was conducted from June 1, 2018, to June 15, 2018. Results: The results of this study are summarized as follows. First, there were four factors constituting images of silver generation female celebrities—affinity, attractiveness, activity, and individuality—and accounted for 65.28% of the total variance. Second, the silver generation female celebrities were placed into one of five groups named ‘soft style’, ‘calm style’, ‘conservative style’, ‘refined style’, and ‘social style’. Third, as a result of examining the image difference according to type, ‘soft style’ had the highest affinity, ‘calm style’ and ‘refined style’ were rated as more attractive, and ‘sociable style’ had the highest activity and individuality rating. Fourth, the images of silver generation female celebrities deemed the most attractive and unique by those in their twenties were those of Hwa Jung Choi and Mi Sook Kim. Conclusion: The most important dimension of the silver generation female celebrity image was the affinity factor, which could be applied to the pursuit of style presentation and image implementation with reference to communitydefined characteristics of beauty and style. Accordingly, this study found that a friendly image was characterized by a ‘soft style’; an attractive image by the external features of a ‘calm style’ and/or ‘refined style’; and an active image with individuality was characterized by a ‘social style’.