예술사조에 따른 메이크업 이미지 지각과 감정반응에 관한 연구

Abstract

In the modern society, image-making through make-up is considered not only as a simple means for better appearance but as an importance ingredient for better impression for more effective interpersonal and social communication. The purpose of the present study is to empirically investigate the relationship between the perceptions and emotions of make-up performers and those of observers. The study explored the congruence and incongruence between make-up performers and observers in their perceptions of make-up image in an attempt to contribute to establishing a foundation for predicting make-up emotion variables of the two groups and for improving self-satisfaction and interpersonal relationship, and for the corporal customer marketing education. The study is theoretically based on the concept of art trends, their relation to make-up, and the analysis of representative characteristics of make-up images. Among the make-up images discussed in previous research, natural, romantic, and modern images based on naturalism, romanticism, and modernism were chosen as the representative images. Influenced by the art trends, each make-up image has led a make-up trend, including and reflecting the concepts and artistic characteristics. Thus, 20 females in their 20's with educational experience of make-up participated in the study as make-up performers, along with 120 females in their 20's as the observers. Data was collected by using make-up pictures prepared for the study, questionnaires, and in-depth interviews. The findings of the study are as follows: The make-up performer group and the observer group showed significant differences in PAD feelings, i,e., pleasure, arousal, and aesthetic feelings and satisfaction. In addition, as the make-up image was close to that of the performer, the satisfaction was greater. The performer's pleasure feeling from directly performing the make-up activity was shown to be greater. As for the different images, the pleasure emotion was shown to be the greatest with natural make-up, implying the possibility of continuing popular use of natural make-up. As for the PAD feelings regarding romantic make-up, the pleasure feeling was strong for the performers while arousal was evident for the observers. The two groups showed significant differences in satisfaction, suggesting make-up should be done appropriately depending on make-up performing ability, time, place, and objectives. Unlike for the other two types of images, the two groups showed salient differences in perception of modern make-up. It seems that the strong image created by modern make-up affected performers more strongly on their emotion. As for the observers, on the other hand, the strong image of modern make-up was perceived as unstable and controlling. The results suggest that modern make-up can be used more effectively when it is combined with natural make-up elements. Both research hypotheses were supported by the results, indicating that make-up performers and observers have congruency and incongruency in their perceptions of make-up images, which significantly affect their PAD and aesthetic feelings, and subsequently, satisfaction/attitude.