The Face Shop
1 2016-04-10T07:43:48-07:00 Xilan Kong 62207e0e2eaa19d5659b15878605683b20e199fe 9186 2 The Face Shop (43 West 42nd Street, New York, NY, 10001) plain 2016-04-11T06:49:06-07:00 Xilan Kong 62207e0e2eaa19d5659b15878605683b20e199feThis page is referenced by:
-
1
2016-04-10T07:43:04-07:00
Introduction to Makeup Advertising Industry
21
plain
2016-04-18T10:00:46-07:00
This project studies the Makeup Advertising Industry through examining its historical changes of technologies and contents.
The Digital Archive is the website “Beauty and Hygiene Ads”, which exhibits the Makeup Advertisements from a time range of 1800s to 2000s. Here in this websites we can see both the diversity and share commons between makeup advertisements of different times. Firstly, this digital archive serves as a witness of the changing forms of advertising and the technological developments. Secondly, this archive makes us rethink the notion of "beauty" constructed in our social values.
The Physical Archive for this project is The Face Shop. It's a Korean brand cosmetic store located on the 32nd street of Korean Town. I choose it as my physical archive because it stands for a different part of makeup advertising history. The Face Shop reveals interesting truths about the overlapped and divergent components of its displayed advertising and that of the digital makeup advertising archive, which will be discussed in the following pages.
Moreover, in order to show a more comprehensive makeup advertising history, I also used several videos and images as supplements. -
1
2016-04-10T19:55:52-07:00
The Change of Content: The Concept of Branding
19
The Changing of Concepts
structured_gallery
2016-04-18T10:18:29-07:00
However, as people start to define “beauty” in their own way, the advertisements now cut down on their scripts. Instead of long, straightforward introduction about their products, they now only provide us with ambiguous pictures so that we can decode them diversely.
Advertisements are not just about products, it's more about concepts. For example, an advertisement could intend to sell the concept of "branding".
Since Adolphus Green initiated the idea of branding in 1890s, the brand merchandising becomes another determined factor of advertising. Branding often uses a logo or tag line to leave impression in the consumer's mind thus attract their attention. (“Branding”)
Among the 1980s advertisements from the digital archive, three of them appeared to belong to the same brand, CHANEL. All of them had a giant Chanel logo stands out in the advertisement.
Branding strategy is still used by advertising now. Before consumers enter the store, the big sign of “The Face Shop” already set up a sense of brand in their minds.
