This study examines expression trends of cosmetics advertisement shown in magazines in Korea and Japan. Specifically, use trends are analyzed focusing to the sentence closing formats and rhetoric styles shown on cosmetics advertisement headlines in Ko... This study examines expression trends of cosmetics advertisement shown in magazines in Korea and Japan. Specifically, use trends are analyzed focusing to the sentence closing formats and rhetoric styles shown on cosmetics advertisement headlines in Korean and Japanese magazines for readers in 20s and 40s respectively. The sentence closing formats are largely classified into ‘Complete Sentence’ and ‘Middle Closed Sentence’. ‘Complete Sentence’ is classified into ‘Formal Style’ and ‘Normal Style’ according to the formality of sentence closing. And ‘Middle Closed Sentence’ is classified into ‘Postposition Type’, ‘Noun Type’, ‘Adverb Type’ and ‘Misc. Type’. Rhetoric Styles are detail classified into ‘Rhetoric on Vocabulary’, ‘Rhetoric on Sentence Type & Use’ and ‘Rhetoric on Meaning’, ‘Rhetoric on Writing’. Based on such classifications, the use trends are examined. First, the use trends of sentence closing styles in cosmetics advertisement copies in Korean and Japanese magazines for readers in 20s and 40s from the analysis results are outlined as followings: The trend of higher use rate of middle closed sentences than that of complete sentences of cosmetics advertisement copies in magazines in Japan is more obvious than the trend in Korea. And such trend is more significant in cosmetics advertisement copies for 40s. The trends of complete sentence use in cosmetics advertisement copies in magazines for 20s and 40s in Korea and Japan show normal styles are used more in both countries. This means that normal styles are much preferred for cosmetics advertisement copies. Such characteristics is shown more obvious in cosmetics advertisement copies of magazines for 20s. And this refers that reducing the psychological gap between consumers and a brand may produce effects delivering friendly feeling. The trends of using middle closed sentences for cosmetics advertisement copies in magazines for 20s and 40s in Korea and Japan show the use rate of noun types is highest regardless readers’ ages in both Korea and Japan. This means information is delivered in simple and strong forms through the noun types. In using postposition types, cosmetics advertisement copies in Korean magazines mostly use connective postpositions while that in Japanese magazines use mostly case particles. This show Korean and Japanese have differences in the preferred language styles even for the middle closed sentences. The trends of using rhetoric styles for cosmetics advertisement copies in magazines for 20s and 40s in Korea and Japan are outlined as followings: First, the overall trends in both Korea and Japan show higher use rates of rhetoric on vocabulary, rhetoric on sentence type & use, rhetoric on meaning and rhetoric on writing in order. According to the detail use trends of rhetoric styles for cosmetics advertisement copies in magazines for 20s and 40s in Korea and Japan, in case of ‘Rhetoric on Vocabulary’, the use rate of native and foreign languages is the highest both in Korea and Japan. This can be interpreted to be frequently shown in cosmetics advertisements particularly sensitive on the popularity following international trends. In ‘Rhetoric on Sentence Type & Use’, the use rate of omissions is higher in overall. However, for cosmetics advertisement copies in Korean magazines for 40s, the use rate of omissions is relatively lower. This can be interpreted as that the Korean custom considering the complete sentence closing is polite is reflected. In ‘Rhetoric on Meaning’, similes and hyperboles are most frequently used. In both Korean magazines for 20s and Japanese magazines for 40s, the use rate of rhetoric of similes is higher. And, in both Korean magazines for 40s and Japanese magazines for 20s, the use rate of rhetoric of hyperboles is higher showing the contract use trend against the former. Finally, in ‘Rhetoric on Writing’, cosmetics advertisement copies in Korean magazines for 20s show higher alphabetical expressions of Korean words while cosmetics advertisement copies in both Japanese magazines for 20s and 40s show similar rates of Katakana expressions. Such expression is considered to attract consumers’ attentions. As above, expression trends of cosmetics advertisement copies in Korean and Japanese magazines for 20s and 40s are examined focusing to the sentence closing format and the rhetoric style. Korean and Japanese cases, of course, show common trends in generally preferred expressions due to the common purpose of advertisement. However, the cases also identify detail preferences for each viewers’ ages in magazines differed by the linguistic characteristics in Korea and Japan. The analysis in this study is limited to the cosmetics advertisement copies in magazines for female readers. And, the future study agenda will be comprehensive understanding on use trends of advertisement copies in Korean and Japanese magazines by examining the relationship between genders of readers through the analysis on male magazines as well.
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