Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Expression Types and Aesthetic Characteristics of Fashion in Coca-Cola Bottle

코카콜라 병에 표현된 패션의 표현 유형과 미적 특성

  • Kim, Jang-Hyeon (Dept. of Fashion Design, Graduate School of Chung-Ang University) ;
  • Kim, Young-Sam (Dept. of Clothing & Textiles, College of Arts, Chung-Ang University)
  • 김장현 (중앙대학교 일반대학원 패션디자인) ;
  • 김영삼 (중앙대학교 의류학과)
  • Received : 2012.12.31
  • Accepted : 2013.03.08
  • Published : 2013.04.30
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Abstract

This study considers types of expression and examines aesthetic characteristics through analyzing designs (such as the Coca-Cola contour bottle as fashion) which has actively progressed in the collaboration of fashion designers and fashion brands. The conclusions of this study are as follows. The types of fashion expression on the Coca-Cola contour bottle are a presentation of diverse fashion images through a digital print expression that allow people-friendly images to be three-dimensional (or by adding a formative element) and the use of accessories or clothes. The symbolism characteristic were first indicated for the aesthetic characteristics on the Coca-Cola contour bottle. Symbolism is indicated through the identification of an implicit meaning towards a specific object. The symbolism of fashion was highlighted by designing the Coca-Cola's contour bottle with a typical material and pattern pursued by fashion designers and fashion brands. Second, the characteristic of playfulness was presented to expresses the instinctive desire in human nature for pleasure. The expression of visual playfulness is emphasized through the combination of item and image or by changing and re-analyzing a form through refuting stereotypes. Third, the characteristic of femininity was shown to express beauty in external image or a woman's delicate and soft inner propensity. Femininity was created by presenting a sensual femininity that recognized the voluminous curve silhouette of the Coca-Cola bottle such as a sexy female body or through the combination of a women's inner beauty with the sensory image of the object.

Keywords

References

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