The Effect of Mass Media on Women's Clothing Image, Make-up Image and Hair Image

매스미디어가 여성의 의복과 메이크업 및 헤어이미지에 미치는 영향

The purpose of this study was to investigate the effect of mass media on women's clothing image, make-up image, and hair image. The subjects of the study were 306 women who lived in Gyeongnam area. Data were collected during June in 2009. Statistical analysis used in this study were frequency, F-test, t-test, Duncan test, factor analysis, Cronbach's ${\alpha}$, correlation coefficient, and multiple regression. The results of this study were as follows. The mass media according to the demographic characteristic of women showed significant difference. Three factors of clothing image were titled as elegance, youth, and visibility. Three factors of make-up image were titled as modern, romanticism, and mediocrity. Four factors of hair image were titled as attraction, individuality, gentleness, and cuteness. The mass media resulted in correlation with the clothing image, make-up image, and hair image. The mass media had a influence on the clothing image, make-up image, and hair image. The study results are highly expected to be used as useful sources in one's image formation and a marketing plan.