Advertising in the Webtoon of Cosmetics Brand-Focusing on ‘tn’ Youth Cosmetics Brands

  • Sieun Jeong
  • Hae-Kyung Chung
  • Cheong-Ghil KimEmail author
Part of the Studies in Computational Intelligence book series (SCI, volume 726)


Recently in order to establish a brand image of a cosmetics company and to communicate emotional communication with adolescents, advertisements using Webtoon are increasing. Therefore, this study suggests ways to improve the effects of advertisement setting and story structure, character setting and story structure which can attract youth’s interest by studying advertisement analysis of youth cosmetics brand Webtoon. This study focuses on a small number of female students attending Beauty high school and it is worth the studying because of the opportunity to look closely at their thoughts and requirements of the Webtoon advertisements through Focus Group Interview method with young people.


Cosmetic brand Webtoon advertisement Youth cosmetic 



We wish to express great appreciation to Konkuk University for their help in share this results and findings. “This paper was supported by Konkuk University”


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© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Department of DesignKonkuk UniversitySeoulRepublic of Korea
  2. 2.Department of Moving Image DesignKonkuk UniversitySeoulRepublic of Korea
  3. 3.Department of Computer ScienceNamseoul UniversityCheonanRepublic of Korea

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