Make-up culture and Image of Korean Women in the late 20th Century

Abstract

This study intended to understand overall history of make-up in Korea in an integrated and diachronic context by interpreting women's will and desire to express themselves reflected in the cosmetics culture in each period centering on women's magazine cover, cosmetics advertisement, and articles from 1950 to 1999 and examining women's make-up image and characteristics in each period. A total of 919 women's magazines (Yeonwon (Women's Garden), Woman Sense, Yeoseong Donga (Women's Donga), Jubusaenghwal (Homemaker's Living), Yeoseong Jungang (Women's Jungang)) issued between 1950 and 1999 were examined for the study. Key words of each period were extracted through fashion and beauty related articles and advertisement titles to examine the make-up culture of Korean women and set the standard for the make-up image of Korean women. A total 1,252 pictures were shot for each period and categorized based on the standard for the make-up image of Korean women. Then, the changes in the make-up image of Korean women were examined and identified the characteristics of images along with the change of images in each period. Next, the meaning of each make-up image was examined. This can be interpreted as the expression of values and desire by modern Korean women, especially Korean women in the late 20th century, as well as the consciousness for coping with the changing society.