Research Paper : Comparison of Cognitive Response and Emotional Response Assessment According to Beauty Makeup and Art Makeup Image

Bang, Hyo Jin; Kim, Jeong Hee

Journal of the Korean Society of Cosmetology 2013;19(2):230-238.
Published online April 30, 2013.

뷰티메이크업과 아트메이크업 이미지에 따른 인지·감성 평가 비교

방효진, 김정희

Research Paper : Comparison of Cognitive Response and Emotional Response Assessment According to Beauty Makeup and Art Makeup Image

Hyo Jin Bang, Jeong Hee Kim

Abstract

This study aimed to identify the influence of recognition and emotion response to the images of beauty makeup and art makeup in a variety of advertisements. This study has investigated how cognitive and emotional responses are expressed depending on beauty makeup as well as art makeup images. This study also compared the differences between the two responses by type of makeup against a group of college students. The following results were obtained: In cognitive responses, ``Practicality`` are higher evaluation factor in beauty makeup and ``Artistry`` are higher evaluation factor in art makeup. In emotional response, ``Familiarity`` are higher evaluation factor in beauty makeup and ``Ornamentation`` are higher evaluation factor in art makeup. Therefore, there are contrary to each makeup subdivision in the sensitivity. In accordance with the analysis on the difference of recognition and emotion response depending on makeup styles, the important elements in the art makeup were artistic value in recognition response, decorative value in emotion response. For the beauty makeup, the important elements were practicality in recognition response, familiarity in emotion response, dignity. It indicates the difference in evaluation on those two kinds of makeup styles.

Key Words: Art makeup, Beauty makeup, Cognitive response, Emotional response