A Study on Self Images of Women in Cosmetics Advertisement

화장품 광고에 표현된 현대 여성의 이상적 자아 이미지에 관한 연구

The prupose of this study were to: (1) Analize the contents o( the cosmetics advertisements, (2) Compare the ideal woman images perceived by women with the women images profected through models used in the cosmetics advertisements, (3) Compare the ideal clothing images perceived by women with the clothing images profected through models used in the cosmetics advertisemtnts, and (4) Study and analise the purchase patterns of the women in theirtwenties. The subjects for this study were selected from students attending the Ewha Women's University. The study was done through video presentation, and questionnaire based on several previous studies, For the analysis of data, SPSS statistical packages were used. The results of emprical studies were summarized as follows: 1, As the result of the analysis of the current cosmetics advertisenents, the copies were mostly sentimental and short, the models mostly were casual dresses and their attitudes were active and natural for the most part. 2. The result of comparison between the images of women shows noticeable difference in that, the women tend to idealize independent intellectual and refined woman where as the models tend to be free, airy, outgoing and cute. 3. The ideal clothing images perceived by women tendto be intellectual, dignified, and neat, while the clothing worn by the models tend to be casual, cute, and sexy, thus showing noticeable discrepancy.