Today’s growth of internet and mass media enables to spread various kinds of information and data at a speed of light ubiquitously. However, spread of popularized social networking service in line with the appearance of smart phone has settled selfie culture that records and discloses anything on self instantly. What is astonishing here is that, regardless of political, social, economic, cultural and artistic area, people in every aspect can communicate and share their everyday life, taste and experiences with those who are not their family, friends or colleague or even those who do not know name or face. Such trend evokes a unique phenomenon that people’s routine becomes ostentation and ostentation is their routine expressing human desire to be acknowledged their value from others. Such other oriented perspective led a huge change in fashion industry where image is the key. Specific popular products appeared at every season disappeared, but numerous styles coexist. In the meantime, people pay attention to how to express something with own unique taste. That is to say, the key word of interpreting fashion is not a product for ‘what’ but a product for ‘how.’ Thus, there is an increasing need on the fashion styling to create a new image by combining various elements not only in fashion industry but also in everyday life. As fashion industry is diversified and segmented, the need of fashion stylist increases with expansion of its covering area. In particular, the role of fashion stylist in advertisement has been maximized, which requires more systematic and professional directing method. In addition, in case of personal preference item advertisement such as cosmetics, very restricted but delicate fashion styling method is required focusing on absolute value of advertisement target. Accordingly, this study paid attention to key role of fashion styling in cosmetics advertisement and would like to suggest 2017 S/S advertisement fashion styling image of Christian Dior cosmetics. Specially, this study researched focusing on Christian Dior cosmetics as leading global brand, in order to overcome differences of visual images between global and local in particular, in the Korean market. Also, this study drew expression form that Korea women prefer, in order to complement these points in exclusive collection line that differs greatly from visual images of the Korea market. Then, the study would like to suggest the 2017 S/S advertisement fashion styling image of Christian Dior cosmetics by reflecting expression form above, from producing work to directing styling image (In case of make-up, the application of ‘Maximalism Look’ by analyzing 2017 S/S make-up trend). Ultimately, this study would like to present the differentiated localizing image away from the existing global image. For this purpose, the study examined preceding studies and books to figure out concept and area of fashion styling, concept of advertisement and features of advertisement fashion styling and characteristics of cosmetics advertisement and methods of cosmetics advertisement fashion styling. It was followed by the examination on the history and characteristics of Christian Dior House, examples of advertisement and advertisement fashion styling of Christian Dior cosmetics and suggestion on 2017 S/S advertisement fashion styling image of Christian Dior cosmetics. On this basis, this works embodied in 3 themes including ‘Miss Dior, Lady Dior and Madame Dior’ by shedding new light on ‘femininity’ of Christian Dior House. Then, this works produced total 6 pieces of ‘Couture Lingerie Look’ by reflecting features representing ‘Dior Spirit’ that is reinterpreted to fit the Korea market to each theme. Also, this styling images directed total 6 pieces of ‘Dior Look’ by reflecting all components (In case of make-up, the application of ‘Maximalism Look’ by analyzing 2017 S/S make-up trend) that is reorganized to fit the Korea market to each theme. Results of the theoretical study are as follows. Firstly, as fashion styling is recognized as a strategic marketing means in line with social and psychological phenomenon, it becomes more significant not only in fashion industry but also in everyday life. Secondly, fashion industry has been diversified and segmented and knowledge and experience of the popular have been enriched. Thus, the need of fashion stylist increases and its area is expanded and specialized. Thirdly, we live in the era of standard that qualitative and quantitative level is standardized, in the era of speed with repeated birth and extinction and in the era of excess with overflowing information and data. Thus, consumers are very tolerable to considerable level of stimulation. As advertisement must move the mind of consumers, the role of fashion stylist in advertisement is maximized, which requires more systematic and professional directing method. Fourthly, due to consecutive economic depression and crisis with shrinking consumption mind, people pay attention to reasonable consumption and cost-effectiveness. In this periodical atmosphere, for personal preference items such as cosmetics advertisement, it requires extremely restricted and delicate fashion styling directing method focusing on absolute value of advertisement target by the sub-category of perfume, make-up and skin-care within cosmetics. Fifthly, when characteristics of advertisement and advertisement fashion styling of Christian Dior’s cosmetics, it is found that for exclusive collection line, it differs greatly from visual images of the Korea market. Sixthly, as for women’s cosmetics advertisement among cosmetics advertisement, as visual image works as a key element of purchase increase, it is found that for global brand, the differentiated localizing image away from the existing global image is necessary by reflecting expression form that local women prefer, in order to overcome differences of visual images between the global and the local. Conclusions of the study are as follows. Firstly, when 3 themes including ‘Miss Dior, Lady Dior and Madame Dior’ by shedding new light on ‘femininity’ of Christian Dior House was embodied in and features representing ‘Dior Spirit’ by transforming into 3 components of ‘Lingerie silhouette, Decoration detail, Garden styling’ was reflected to each theme, this works of ‘Couture Lingerie Look’ that were reinterpreted to fit the Korea market could be developed into 2017 S/S advertisement fashion styling look of Christian Dior cosmetics. Secondly, for 6 pieces of works, ‘Miss Dior’ was included lingerie silhouette and fontange ribbon decoration detail, ‘Lady Dior’ was included foundation silhouette and lace, beads, feather decoration detail and ‘Madame Dior’ was included nightie silhouette and gold beads, lace decoration detail to produce suitable costumes of ‘Couture Lingerie Look’ for each theme. Thirdly, for 6 pieces of works, ‘Miss Dior’ was included artificial flower, corsage garden styling on bonnet, hair band, cuffs and sandals, ‘Lady Dior’ was included feather, artificial flower, corsage garden styling on necklace, mask, ankle boots and ‘Madame Dior’ was included leaf, branch, artificial flower garden styling on crown, necklace, bootie boots to produce flattering accessories and shoes of ‘Couture Lingerie Look’ for each theme. Fourthly, when all components such as hair & makeup (In case of make-up, the application of ‘Maximalism Look’ by analyzing 2017 S/S make-up trend) design and style, model expression and pose, background, photo tone and method by maximizing into 3 components of ‘Femininity, Fashionity, Fanciness’ was reflected to each theme, this styling images of ‘Dior Look’ that were reorganized to fit the Korea market could be developed into 2017 S/S advertisement fashion styling image of Christian Dior cosmetics. Fifthly, when specially, in case of make-up, it by analyzing 2017 S/S make-up trend and by re-combining into 3 colors of ‘Mineral & Caribbean Blue, Sandalwood & Creative Red, Digital Bright Gold’ was reflected to each theme, this make-up looks of ‘Maximalism Look’ that were reorganized to fit the Korea market could be developed into 2017 S/S advertisement make-up look of Christian Dior cosmetics. Sixthly, for 6 pieces of styling images, ‘Miss Dior’ was included romantic wave & low ponytail hair and mineral & caribbean blue eyes point make-up design and style and lovely model expression and pose, ‘Lady Dior’ was included glamorous volume & asymmetric upstyle hair and sandalwood & creative red lip point make-up design and style and sexy elegance model expression and pose and ‘Madame Dior’ was included classy volume & natural curl style hair and digital bright gold face point make-up design and style and luxury model expression and pose to direct well-made this styling images of ‘Dior Look’ for each theme. Seventhly, when all components focusing on one advertisement theme was mixed harmoniously by maintain balance, such as producing suitable costumes for the theme, producing flattering accessories and shoes for the theme and directing well-made styling image for the theme, styling image could be completed by maximizing into meaning and symbol of the advertisement at last. As such, the study presented 2017 S/S advertisement fashion styling image of Christian Dior cosmetics to the differentiated localizing image including one-point make-up and feminine styling look away from the existing global image including full-setting make-up and trendy styling look. It is expected that this study would contribute to further studies on domestic localizing advertisement fashion styling image of global cosmetic brands and further development. ，韩语毕业论文，韩语论文题目 |
