현대 미인에 나타난 노자적 미학의 표현양상: 화장품 광고를 중심으로

Abstract

The aim of this study is to examine the patterns of expressing contemporary beauty fromthe perspective of Laotzu’s philosophy in order to suggest its concept and characteristicsand to suggest specific cases through cosmetics advertisement. In doing so, the studyattempted to understand that contemporary beauty is more humanistic and liberal in termsof expression patterns than in any other time period. The research results are as below. The frame concept of Laotzu’s philosophy includes 1. Naturalness, 2. coexistence inConflict, and 3. Non-otherness. The characteristics of contemporary beauty are natural andhealthy, People can foresee changing beauty by the cycle of life and, by admitting thisphilosophy, people can understand one's individuality and discover self-esteemed beauty. Also, the results from the cases of cosmetics advertisement are as below: 1. Naturalnesswas remarkable. Such phenomenon was common in representative brands of the researchsubjects. Expression pattern was based on soft, natural make-up and hair style. 2. Forconflict and coexistence, they introduced the ancient image of the situation, and thesituational image using food and herbs demonstrated a functional, situational image, whichwas used for the cosmetics advertisement based on the mutual coexistence conceptinstead of dichotomy of period or material. 3. Non-otherness advertisement, of which therewas none, we expected that maximized marketing effect would be achieved ifnon-otherness cosmetics advertisement expressed the contemporary beauty because it could solicit sympathy form many consumers.