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From ancient times, makeup in religion society play an important role. The changes of history and culture created a different aesthetic and developed a variety of dressing style. Taiwan was colonized by Japanese colonial rule until the Kuomintang took over the regime after the World War II in 1945. Makeup style of Taiwan has gradually changed under the different cultural concepts. During the World War II period, dressing and makeup are regarded as luxury in Taiwan. There are many events (ex: television broadcasting, the oil crisis, global tourism, Internet¡K.etc) make the change of dressing style. In 2010 no matter is girls or boys in Taiwan, they take dressing and makeup for granted. The outline of this study is about the development of makeup style and aesthetic during this 55 years. This research uses historical research method and literature analysis method and is also divided into five major periods by historical time to describe the development of makeup style in Taiwan during 1950 to 2010. This research discussed the changes of makeup style by observing the economy, political society, culture and education. To sum up the conclusions from this research, we can know that the economy, political society, culture and education are the foundation of makeup style. Besides, Productions, promotions and marketing places are the motive force of various makeup style. The evolution of aestheticism about makeup style in Taiwan during 1950 to 2010 are: (1)Makeup behavior is luxurious; (2)Makeup behavior is polite; (3)Cosmetics are daily commodities; (4)Makeup is the representation of an individual style; (5)Makeup can beautify one¡¦s appearance. It can also help people have more confidence and increase their competitiveness in the workplace. I make conclusions from cosmetologists and people¡¦s opinions that the changes of makeup characteristics are: (1)Simplicity; (2) Imitating people blindly; (3)Makeup styles should be suitable for individuals and not imitate other people blindly; (4)Makeup style shows diversification by absorbing foreign fashion and experiences; (5)Makeup style tends to two extremes: elaboration or free style.

Abstract Egyptian Queen Cleopatra was famous of her make-up skills, and using cosmetics have become a fashionable trend among women throughout the world since then. When Greek invaded Egypt, they brought the technology of cosmetics back to Greece, and cosmetics were widely spread in Europe from Rome. The technology of makeup skills began to prevail in French at the year of 1700s, while Americans started to know it during the colonization period. Nowadays, the cosmetics industry takes a great part in American consuming market that makes billion of U.S dollars each year. Make-up skills result from the instinct of humanity of beauty pursuing and it turn to be an art in peoples¡¦ life, thus, cosmetics is a potential industry on the modern earth. Prevailing comes from the industry of consuming trend, and it could possibly change the consumers¡¦ behavior. Hence, the researches observe consumers¡¦ behavior form consumption information, customer demand, appraisal, preference, action, contentment, etc. Analyzing the psychological anticipation of the consumers, consumers¡¦ behavior could be divided into three stages: the past, present and oncoming consuming behavior information. The value of marketing analysis lies on the past experience learning, and the future tendency predicting. If you can take control over the prospective consuming trend and plan a correct marketing strategy, you will be in success in the trade of management. Above all, the future of cosmetics consuming group will propose four sorts of hypothesis: 1.To analyze consumers¡¦ behavior and psychology. 2. A consumer behavior. 3. A marketing characteristic. 4. The variable of demographic statistics that will design on the research structure from the female student of college on consuming behavior in Taiwan. This researches application of respectively a school theory that include consume decision-make model, consumer psychology, consumer behavior method, ¡uMaslow¡v theory the hierarchy of needs, demography, to explain the structure relationship of four sorts of hypothesis and develop the questionnaire to draft the result of study. It majors in trend of future on consuming to compare female student of college of survey report with Path Analysis Models of Statistics. The study will be designed to anticipate at cosmetics consume trend to two dimensions of biochemical products and the digit science and technology (business of Internet).

Women from across the globe purchase and consume cosmetics in order to achieve their appearance goals and it is generally agreed that a consumers’ goal orientation may influence their interpretation of advertising materials and thus the purchase decision-making process. The cosmetics industry promotes their products using almost exclusively images of attractive, young, highly idealised women, and thus has a significant influence on female appearance ideals worldwide. Extensive research connects viewing idealised images to negative outcomes for consumers’ self-concept, however there are mixed results regarding the effectiveness of idealised models in advertising. Moreover, there are mixed results regarding the effectiveness of different message frames. The overall aim of this thesis is to investigate the effects of possible selves and cosmetic advertising on the consumption of cosmetic products. This research draws together areas of literature which have been studied in varying settings in order to determine the individual and collective effects of these independent variables; possible selves, model idealisation and message framing, on women’s attitude toward cosmetic advertisements and purchase intentions in the cosmetic product context. To understand the effects that goal orientation, as well as the images and text of cosmetic advertisements have on cosmetics consumption, an online experiment was conducted using a 2x3x2 between-subjects factorial design. The study manipulated three independent variables, namely, salient possible self (hoped-for and feared), model idealisation (more idealised model, less idealised model and no model) and regulatory message framing (desired reference and undesired reference) and measured the impact of these variables on attitude toward the ad and resulting purchase intention. The final data set was comprised of 420 responses from 18-35 year old females. A series of ANCOVA analyses were used to determine the effects of possible selves, model idealisation and message frames on consumers’ attitude toward the ad and their purchase intention. The results indicate hoped-for selves, no model advertisements and desired message frames are independently the most effective in the cosmetics context. However, the goal-compatibility hypothesis was not supported. Furthermore, findings indicate an interaction between the image and the message of cosmetics advertising, which suggests cosmetic advertisers must carefully consider the combination of the images and messages they use to promote their brand and products. The theoretical and managerial implications, as well as direction for future research are discussed.

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Zugl.: Karlsruhe, Univ., Diss., 2005

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