의복광고에 나타난 소비자 가치의 변화추세 고찰 -1976~1996년 남성월간지 의복광고분석을 중심으로-

Changes of Consumers' Values reflected in Apparel Advertisements - A content analysis of advertisements in men's magazine, 1976~1996-

The purpose of this study was to investigate the change of consumers' values as appeared in advertisements. Advertisements in men's magazine from 1976 to 1996 were classified by VALSI program. The results were as follows. 1. There was a significant trend that advertisements with outer-directed value decreased while the ones with inner-directed value increased. 2. In case of outer-directed group appeared in advertisements, There was a tendency that the hierarchy of needs shifted from emulators to achievers. However, the shift in hierarchy of needs in inner-directed group was not significant. 3. Even though the advertisements with material value were predominant, there was a tendency that the advertisement with material value decreased while the ones with human value increased.