探讨化妆品海报与自我形象之关联性 - 南亚技术学院机构典藏.PDF

南亞學報 第三十六期 探討化妝品海報與自我形象之關聯性 探討化妝品海報與自我形象之關聯性 張幸慈 南亞技術學院化妝品應用系 摘要 女性的外表、社會定位（如職業）、人格特徵等，代表個人主觀的看法，並 不一定反映現實客觀的情況。個人的認知與發展被社會時時刻刻牽引著，自婦女 運動以來，當代女性開始走入職場，由原本社會所賦予的女性角色中自我解放。 且在化妝品產業競爭激烈的環境下，要有高度的廣告行銷效果實屬不易。化妝品 海報設計在美學經濟的發展，早已由對功能的訴求轉變為自我實現，當與自我或 大眾價值觀的情感層面對應時，消費者將會肯定該項產品，並給予正面的評價。 本研究以 20~35 歲的女性化妝品消費者為目標族群，透過情感設計反思層次，探 討化妝品海報與自我形象關聯性。研究的結果顯示，化妝品的購買可視為自我形 象的一種投射，且與消費者選擇化妝品之間的關係具有關聯性。 關鍵詞：化妝品海報、情感設計、自我形象 Email: teresa@nanya.edu.tw TEL: 03-4361070*4407 124 南亞學報 第三十六期 探討化妝品海報與自我形象之關聯性 A STUDY ON THE CORRELATION(S) BETWEEN MAKEUP POSTER AND SELF- IMAGE Hsing-Tzu Chang Nanya Institute of Technology , Department of Applied Cosmetic Faculty Abstract Modern women have been working out since the women’s liberation, which frees themselves from the roles defined by the traditional society. The personal cognition and self-development are always led by the society. Their appearance, social position (e.g. job) and personality are derived from the personal cognitions, which are no longer the reflections of reality. Moreover, in the keen competition of makeup industry, it’s difficult to make the advertising and marketing effective. In the development of aesthetics, the makeup poster design has already changed from the functional demand to the self-fulfillment. When the self-values echo to the general values in terms of emotion layer, consumers will accept the product and give a positive evaluation. The study reflects the