| 맥과 에스티 로더 화장품 광고에 표현된 모델이미지와 메이크업 디자인에 관한 연구 |
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이현숙, 양진희 |
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| Research Paper : A Study on the Model Image and Make-up Design Presented in the MAC & ESTEE LAUDER Cosmetic Advertisements |
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Hyun Sook Lee, Jin Hee Yang |
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| Abstract |
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Cosmetic advertisements express an image of enterprise significantly and symbolically, so they play the roles of communicating with the consumers. The research analyzed colors, shapes, techniques, and touches of the make-up design, and how an image of model and make-up designs in the advertisements are shown as express the new trend in the cosmetic advertisements connecting with beauty trends changing for each season. The results of the research are as follows. At firsrt Mac is building its brand image as the make-up expertise by advertising their innovative makeup, professional techniques, and bohemian color make-up through beauty articles in women magazines. Estee Lauder targets women in their late twenties to thirties or the middle aged women in their forties through an aristocratic and americanized, advertisement and they systematically manage their brand image by unifying all advertisements worldwide. Secondly, Estee Lauder constantly promote cosmetic advertisements for each season with just one model, but Mac suggest new products and make-up through diverse and individual models as trend changes. Thirdly, after analyzing make-up designs of each cosmetic brands, the results are found that the make-up of Estee Lauder are in creasingly beauty make-up that consumers easily can follow, however, the make-up of Mac were more innovative, it shows creative and free styles with professional techniques. |
| Key Words:
MAC Cosmetic, Advertisement, Make-up Design, Estee Lauder |
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