@article{oai:niigata-u.repo.nii.ac.jp:00007469,
 author = {張, 文婷},
 journal = {現代社会文化研究, 現代社会文化研究},
 month = {Jul},
 note = {The intention of this paper is to conduct a comparative analysis of Japanese and Chinese makeup commercials and to reveal the senses of beauty which underlie them. It analyzes six commercials : three Japanese commercials of Kao and Kose cosmetics and three Chinese commercials of L'Oreal cosmetics. It analyzes the mise-en-scene of these commercials which consists of four elements : a) setting, b) costumes and makeup, c) lighting, and d) staging, and also analyzes camera's angles and framing. As a result, this paper extracted the differences between the Japanese and Chinese senses of beauty. This research found that Japanese commercials used the approach called soft sale and Chinese commercials used hard sale approach. The analysis of make-up commercials televised in 2010 reveals that the Japanese sense of beauty likes solid beauty which is called Japanese Cool. On the other hand, in China, the sense of beauty is focused on the highlights which give an impression of vividness. The difference of aesthetics of the both country derives from the different concepts of beauty in each culture. This paper also clarified that Japanese beauty is the beauty of asymmetry which is affected by the Ukiyo-e, and Chinese beauty is produced by symmetry that has been utilized also in the West.},
 pages = {35--52},
 title = {CMの映像分析から和と華の美の差異を見出す : メーキャップCMを事例にそれぞれの美意識を探る},
 volume = {54},
 year = {2012}
}