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Abstract(s)
A Coreia do Sul está cada vez mais a ganhar reconhecimento e atenção
internacional através da Hallyu Wave. O rápido crescimento internacional do
entretenimento, dos produtos de skincare, da cultura e gastronomia sul-coreana reforçou o interesse estrangeiro no país. Também ao nível da investigação, os estudos sobre este tigre asiático têm vindo a aumentar, centrando-se na sua influência internacional, em geral, como em particular, na cultura de beleza e no influente mercado de cosméticos que caracteriza este contexto. Sendo a beleza um conceito essencial na sociedade moderna sul-coreana, a presente dissertação procura compreender como é a comunicação e a relação entre uma
marca de cosméticos sul-coreana e o seu público-alvo jovem, tendo por base os padrões de beleza da sociedade. Aplicou-se uma metodologia mista por meio de análise de um estudo de caso, tendo sido selecionadas vinte e uma publicidades televisivas da marca de cosméticos sul-coreana Étude House. A partir da investigação realizada foi possível perceber que os anúncios televisivos
da marca destacam uma beleza sem imperfeições, conferindo importância pessoal e social às diversas noções de beleza ao longo dos vinte e um anos analisados. Foi, também, percetível a forma como a marca se posiciona não só no mercado, mas também no que respeita ao seu público-alvo. A publicidade produzida pela marca faz uso da narrativa de mundo cor-de-rosa de princesas perfeito, destacando padrões de beleza irreais, um vestuário influente e ainda um estilo de vida ideal que está assente nas publicidades. Por meio das suas mensagens, Étude House cria uma relação pessoal com os consumidores,
usando tanto adjetivos positivos, de modo a enaltecer a beleza e a eficácia dos produtos, como adjetivos negativos, criando uma conexão amigável com o público-alvo e alertandoo para a importância dos cuidados diários. Concluiu-se, ainda, que a tendência para o uso de maquilhagem intensa, escura e
carregada visível nos primeiros anúncios da marca sul-coreana, foi substituída por padrões de beleza “naturais” com preferência para tons claros e com enfoque nos cuidado a ter com a pele. Em termos de características do rosto, também se verificaram mudanças, já que a sociedade atual valoriza um nariz pequeno, maxilares definidos, olhos grandes e com double eyelid e lábios ligeiramente carnudos, no entanto tudo sempre o mais natural possível.
South Korea is increasingly gaining international recognition and attention through the Hallyu Wave. The rapid international growth of entertainment, skincare products, and South Korean culture and cuisine increased the interest in this country. As a result, more studies are being carried out regarding the Asian Tiger, in general, and in particular, on its international influence, notions of beauty, culture, and influential cosmetics market. As beauty overcomes an essential concept in modern South Korean society, this dissertation seeks to understand how the communication and the relationship between a South Korean cosmetics brand and its young target audience are, based on the beauty standards of the society. This research develops a mixed methodology through the analysis of a case study, in which twenty-one advertisements of the South Korean cosmetics brand Étude House were selected and explored. From this investigation it was possible to perceive that the brand's television advertisements focus on a beauty without imperfections, giving personal and social importance to the various notions of beauty over twenty-one years that were analyzed. It was also noticeable the brand position not only in the market, but also with its target audience. The advertising produced by the brand makes use of the concept “pink world of perfect princesses”, highlighting the unreal beauty standards, influential clothing and even the ideal lifestyle that is portrayed in the brand’s advertisements. Through ads’ messages, Étude House creates a personal connection with consumers, while using positive adjectives, in order to enhance the beauty and strength of the products, and negative adjectives, creating a friendly connection with the target audience and alerting them to the importance of daily care. It was also concluded that the previous concept of submissive beauty associated with a very intense make-up, carried in the first advertisements of the South Korean brand, was replaced by “natural” beauty standards, with preference for light tones and high focus on skincare. In terms of face characteristics, there have also been changes, since today’s society values a small noses, defined jawlines, large eyes with double eyelid, and slightly fleshy lips, nevertheless searching for the most natural look.
South Korea is increasingly gaining international recognition and attention through the Hallyu Wave. The rapid international growth of entertainment, skincare products, and South Korean culture and cuisine increased the interest in this country. As a result, more studies are being carried out regarding the Asian Tiger, in general, and in particular, on its international influence, notions of beauty, culture, and influential cosmetics market. As beauty overcomes an essential concept in modern South Korean society, this dissertation seeks to understand how the communication and the relationship between a South Korean cosmetics brand and its young target audience are, based on the beauty standards of the society. This research develops a mixed methodology through the analysis of a case study, in which twenty-one advertisements of the South Korean cosmetics brand Étude House were selected and explored. From this investigation it was possible to perceive that the brand's television advertisements focus on a beauty without imperfections, giving personal and social importance to the various notions of beauty over twenty-one years that were analyzed. It was also noticeable the brand position not only in the market, but also with its target audience. The advertising produced by the brand makes use of the concept “pink world of perfect princesses”, highlighting the unreal beauty standards, influential clothing and even the ideal lifestyle that is portrayed in the brand’s advertisements. Through ads’ messages, Étude House creates a personal connection with consumers, while using positive adjectives, in order to enhance the beauty and strength of the products, and negative adjectives, creating a friendly connection with the target audience and alerting them to the importance of daily care. It was also concluded that the previous concept of submissive beauty associated with a very intense make-up, carried in the first advertisements of the South Korean brand, was replaced by “natural” beauty standards, with preference for light tones and high focus on skincare. In terms of face characteristics, there have also been changes, since today’s society values a small noses, defined jawlines, large eyes with double eyelid, and slightly fleshy lips, nevertheless searching for the most natural look.
Description
Keywords
Beleza Corpo e rosto Jovens mulheres Cosméticos Coreia do Sul Publicidade Padrões de beleza Étude House Hallyu Wav Beauty Body and face Young women Cosmetics South Korea Advertising beauty standards