매일신보광고를 통해 본 일제시대 한국복식의 변천

The Changes of Korean Fashion in the Period of Japanese Rule Via the Advertisement of the Mall Shin Bo

The purpose of this study is to classify frequency of advertisement and types of advertisement by items and to analyze a primary factors were factors were reflected in the costumes by a policy of rule under the Japanese rule. Data was MaIl Shin Bo\`s advertisement connected with costumes from 1910 to 1945 years. The results are as follows : 1. The order of the advertisement\`s frequency was footwear, cosmetics, soap[, headgear, western style clothes, precious metals and so on. 2. The type of the advertisement was a format that transmits informs in all items. Cosmetics, hairdye and shampoo applied positive appeals. 3. In the military government, the advertisement\`s frequency connected with costumes was 37.5% and a shoe store was the first order. A shoes and headgear were high level, because of these were essential imports and were allowded as a proper articles for a western style clothes by a civilized policy. In the political periods of civilization, the advertisement\`s frequency connected with costumes was 54%. This result indicates industrial development of this period. Soap was the first order during 1924∼1933 and cosmetics was the first order during 1934∼1940. High level of the advertisement\`s frequency in these imports were reflected by a cultural policy as a link of an appeasement measure In the political periods of a racial liquidation, the advertisement\`s frequency connected with costumes was 8.5% and the advertisement\`s order by items was cosmetics, a shoe store. The reason was that reflected the phases of the times that was serious by a shortage of goods and an reinforcement of wartime\`s attitudes throughout war.