한중일 화장품 브랜드 광고에 나타난 전통문양의 기호학적 재현 방식 변화 연구: 설화수, 시세이도, 백작령 사례를 중심으로 = A Study on Changes in the Semiotic Representation of Traditional Patterns in Cosmetics Brand Advertising in Korea, China, and Japan: Focusing on the Cases of Sulwhasoo, Shiseido, and Pechoin

다국어 초록 (Multilingual Abstract)

This study semiotically analyzes how the representation and signification of traditional patterns have changed in Korean, Japanese, and Chinese cosmetic brand advertisements. Comparing past and recent visual cases of Sulwhasoo, Shiseido, and Pechoin, this research applies Peirce’s icon, index, and symbol and Barthes’ denotation, connotation, and myth. Results reveal that past traditional patterns appeared as direct, identifiable iconic elements, including floral decorations, plant motifs, phoenixes, sparrows, pearls, and color contrasts. Recently, however, traditional aesthetics are indirectly reconstructed through empty space, texture, packaging structure, color, light reflection, and campaign atmosphere. Sulwhasoo conveys Korean naturalness and restrained premium imagery; Shiseido emphasizes Japanese restraint through camellia and technological imagery; and Pechoin highlights Chinese Guochao sensibility through palace-style decoration, jade-like texture, and cultural heritage imagery. Thus, traditional patterns have evolved beyond surface decoration into semiotic signs shaping brand image and cultural narratives. Despite the limits of qualitative case analysis, this study offers academic and practical insights by linking traditional pattern representation with global beauty brand positioning strategies.




Key words: traditional patterns, cosmetics brand advertising, semiotics, Korea-China-Japan comparison, brand positioning