| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 105 === A procedure of the thesis is focusing on Hallyu 2.0 phenomenon, K-Beauty Myth, and brand images of ETUDE HOUSE. Hallyu 2.0 emphasizes on choosing Korea pop star as global endorsement and exposure korea products in livehood to represent Koreness in global market, which dramatically impact on development of Korean beauty industry.
Among the best in Korean makeup brands, ETUDE HOUSE, a makeup sub-brand of Amore Pacific Corporation in South Korea, owns astonishing growth rate on overseas cosmetics market because of utilizing the pink implications and features of Hallyu2.0 to be a remarkable feat of K-Beauty.
This thesis adopts an integrated perspective, which combined structure of syntagmatic axis and paradigmatic relations from Saussure’s insight in semiotics, and Myth analysising from Barthes’ viewpoint in Mythology toward ETUDE HOUSE annual advertising from 2009 to 2015. Reserch found that ETUDE HOUSE outlined accessibility of makeup products in daily scenes, combined the images from personal charisma of global endorsements and pink metaphor on each annual advertising.
ETUDE HOUSE narrating love attraction and female confidence, emboding on characteristics in Hallyu2.0 and pink identity, and even reveal leading trend of K-Beauty on foundation and lipgloss commodies in annual advertising, building unique myth in consumption society and cultural context due to above factors.
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