Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Change of Korean Men's Fashion from the 1960s to the 1990s - A Study Based on the Content Analysis of Magazine Advertisements and Pictorials -

  • Kwon, Hae-Sook (College of Design, Fashion Design Major, Sangmyung University) ;
  • Kwon, Hae-Wook (College of Human Life & Sciences, Sungkyunkwan University)
  • Published : 2006.07.30
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Abstract

The purpose of this study is to investigate the changes of modern Korean men's fashion from the 1960s to the 1990s by reviewing fashion magazine advertisements and pictorials. For theoretical study, the characteristics and the importance of apparel advertisements and the changes of modern Korean men's fashion trend were reviewed. On the basis of the theoretical investigation, this study analyzed 932 pictorials from Joongang Magazine, Shin Dong-A, Bokjangwolbo, Meot, Men's Life, WWD, and S.F.F.A's photograph album, published from 1962 to 1998. Content analysis method was used to analyze the content of magazines and pictorials. The 932 samples are classified into apparel types, silhouette, pattern, color, type of breasts, shape of collar, number of button, type of inner wear. Frequency and $x^2$-test were conducted using a SAS statistics package to analyse the data. The results were as follows. The two-piece style prevailed in men's wear during the 60s, 70s, and 90s, while separate style prevailed during the 80s. H silhouette was the most popular during the 60s, 70s and 90s, however, X silhouette dominated the 70s. For patterns, solids were most frequently used throughout the whole 4 decades. In colors, gray was most frequently used during the 60s, and multi color was most frequently used during the 70s, 80s, and 90s. Throughout the whole decades, single breast, tailored collar, two buttons, and dress shirts were the most prevalent styles.

Keywords

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