韓国コスメの口コミにおける評価表現－＠コスメのレビューを対象に－

초록

This study analyzes the use of feature words, speech styles, and hedging expressions in reviews of Korean-brand cushion foundations posted on the Japanese beauty information website @cosme, through a comparison between positive and negative evaluations. The results show that vocabulary related to product finish, functionality, and usability was frequently used, and that both nouns and adjectives exhibited characteristic usage patterns depending on the evaluation target and evaluative content. In positive reviews, writers tended to express favorable impressions in a direct and emphatic manner, whereas in negative reviews, ellipsis and hedging expressions were frequently employed in order to avoid making categorical assertions. In particular, expressions such as “-kamo” and “-kana”, as well as unfinished utterances, were commonly used to soften negative evaluations. Furthermore, generational differences were also observed: younger reviewers tended to use more direct expressions, including plain forms and nominal endings, while middle-aged reviewers more frequently employed polite forms reflecting interpersonal consideration. These findings suggest that speech styles in cosmetic reviews reflect not only evaluative content but also interpersonal awareness, including consideration for readers and avoidance of imposing one’s opinions on others.

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