TV홈쇼핑 상품유형에 따른 쇼호스트 메이크업 이미지에 관한 연구

Abstract

The diversification of media on the back of development of various cutting edge technology in modern society, that is, information communication development caused-representative change in paradigm of consumers' living style is the TV home shopping, which has been introduced to our lives with CATV development. TV home shopping viewers purchase the goods without seeing them directly in the market is attributed to their credibility and expectation for the goods introduced through TV home shopping. Among the diverse conceivable factors for the consumers' credibility in the goods, the role of the show hosts who are at the forefront in the connection of sellers and buyers and stirring the televiewers' purchase desire by offering the goods' information occupies very important position. Those TV home shopping viewers come into contact with the TV home shopping show hosts prior to conformation of products' images, and so, their reliable looking external image is very important to make the viewers to cast away heir doubts and to trust products. Considering the role of the external image of the show hosts takes a great part in TV home shopping as mentioned above, it's necessary to propose the image of the show host in accordance with the product type that are changing every day. Accordingly, the purpose of this study lies in differentiating show hosts' make up images in the increasingly fierce competitive environment caused by the growth of continually increasing and diversifying TV home shopping market, and analyzing their images perceived by the consumers, and classifying their makeup by image for the comparison, analysis, survey the images suitable for product types centering around GS home shopping. In the introduction of this study, the necessity and goal of the study, the definition of TV home shopping and show host in theoretical background, show hosts' image were looked into, and then questionnaire was conducted from early September 2009 for 3 weeks based on home and abroad thesis, TV home shopping broadcasting related data & books for total 372 subjects. in their 20s and over 40s, male 69 and female 303 living in Seoul, Gyeonggi, Daejeon, Daegu areas. The findings from the study was summarized that the images of individual show hosts were perceived differently. Their make up images were classified such as 'bright and clear' for the make up letting out moist skin excluding the color tone utmost, 'elegance and feminine' for the make up focusing feminine, 'distinctive and sexy' for the make up expressing shimmering skin and emphatic eyes. And 'healthy and dynamic' for the make up letting out healthy skin and fresh colour used make up, 'cute and lovely' for the make up using warm pastel colour. The make up image expressing face outline sharply and eyes neatly was highly perceived as 'sophisticated and intellectual'. Like this, their individual images appeared differently to the images expressed by make up. Such results tell that as the products sold through TV home shopping have different properties, it's necessary for the show hosts who carrying on the TV home shopping to put on make up matching the products they are introducing. Eventually, under the consideration that the trait of TV home shopping programs are turning into a kind of show into the stages of integrated image art exceeding the level of mere simple product PR, and so their roles are becoming greater and greater, they are required to be more than just show host that offering information necessary only for shopping, being equipped with the external images as the broadcasting jockeys leading the whole mood of the broadcasting, and the study on the show hosts' make up type matching the products type under their introduction should be kept continually.