Asian J Beauty Cosmetol. 2010; 8(2): 23-32.
A Study on the Make-up Image Changes of beauty information journal which has been published by Amore Pacific Co., Ltd.
ABSTRACT
This is to study on is to identity factor of change in the image of Korean women as transfigured with the changes of times by studying the changing process of criteria of esthetic value and further the social and cultural background through the image of women expressed in cosmetic advertisements put in Hyang Jang, a beauty information journal which has been published by Amore Pacific Co., Ltd. since 1958. The makeup trend and the image of woman as expressed chronologically are In 1950s, that the typical image of woman was soft and submissive, In 1960s, this was time to express that the typical image of woman looked cute and young. In 1970s, the typical image of woman was elegant and graceful, In 1980s, time to express that the typical image of woman was classy, decent and personal. In 1990s, this was time to express that the image of a stately and active career woman and the image of a woman with talent and personality were highlighted, In 2000s, this is time to express that the typical image of woman is of naturalness, cleanness and maturity without any change.
Keywords :
Makeup image, Change in the image of makeup, Makeup culture, Cosmetic advertisement
