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

  • 제37권3호
  • /
  • Pages.371-385
  • /
  • 2013
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
DOI QR코드

DOI QR Code

코카콜라 병에 표현된 패션의 표현 유형과 미적 특성

Expression Types and Aesthetic Characteristics of Fashion in Coca-Cola Bottle

  • 김장현 (중앙대학교 일반대학원 패션디자인) ;
  • 김영삼 (중앙대학교 의류학과)
  • 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)
  • 투고 : 2012.12.31
  • 심사 : 2013.03.08
  • 발행 : 2013.04.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. Ahn, H. J. (2011). Through collaboration a study on brand strategy. Unpublished master's thesis, Ewha Womans University, Seoul.
  2. Alberta Ferretti in Collaboration with Coca-Cola. (2010, April 28). Coca-Cola SINGAPORE. Retrieved October 17, 2012, from http://www.coca-cola.com.sg/news/localnews.asp?Ne ID=312
  3. Alberta Ferretti in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http:// www.trendhunter.com/photos/54458#!/photos/54458/5
  4. Best global brands 2012. (2012, December 20). Interbrand. Retrieved December 24, 2012, from http://www.interbrand. com/ko/best-global-brands/2012/Best-Global-Brands-2012- Brand-View.aspx
  5. Blumarine in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http://www. trendhunter.com/photos/54458#!/photos/54458/2
  6. Bum, S. K. (2012, November 9). The revolution of brand 'Collaboration'. Navercast. Retrieved December 10, 2012, from http://navercast.naver.com/contents.nhn?rid=199&contents _id=15454
  7. Castiglioni, C. (2010, April 28). Coca-Cola light adds some Milan magic to the mix this Audi fashion festival 2010. Coca-Cola in SINGAPORE. Retrieved October 17, 2012, http://www.coca-cola.com.sg/news/localnews.asp?NeID=312
  8. Chanel, Meet Diet Coke. (2010, June 7). france today. Retrieved October 17, 2012, from http://www.francetoday. com/articles/2010/06/07/chanel_meet_ diet_coke.html
  9. Cho, H. A., Myug, H. J., & Jang, N. K. (2005). Collaboration strategy in fashion industry-Focused on individual and company collaboration cases-. Journal of the Korean Society of Fashion Design, 5(1), 19-37.
  10. Coca-Cola company. (2012, December). Consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. Coca-Cola Journey Homepage. Retrieved December 10, 2012, from http://www.coca-colacompany. com/topics/heritage
  11. Coca-Cola Light by Ellen von Unwerth. (2009, September 24). Popsop. Retrieved October 17, 2012, from http://popsop.ru/33190
  12. Coca-Cola Light by Zac Posen. (2009, September 24). Popsop. Retrieved October 17, 2012, from http://popsop.ru/ 33189
  13. Collaboration. (2012, September 21). Marriam-webster online directory. Retrieved September 21, 2012, from http://www. merriam-webster.com/dictionary/collaboration
  14. Contour bottle design. (2012, December 22). Wikipedia. Retrieved December 24, 2012, from http://en.wikipedia.org/ wiki/Coca-Cola
  15. Diet Coke by Diane Von Furstenberg for the Heart Truth Program. (2012, February 10). KARLIS MY UNKLE. Retrieved October 17, 2012, from http://karlismyunkle.com/2012/02/ 10/diet-coke-by-diane-von-furstenberg-for-the-heart-truth-program/
  16. Eom, K. H., & Jeong, B. R. (2011). A case study of collaboration applied in home interior product design. Journal of the Korean Society of Design Culture, 17(4), 244-257.
  17. ETRO in Collaboration with Coca-Cola. (2010, April 28). Coca- Cola SINGAPORE. Retrieved October 17, 2012, from http:// www.coca-cola.com.sg/news/localnews.asp?NeID=312
  18. ETRO in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http://www.trendhunter. com/photos/54458#!/photos/54458#!/photos/54458/3
  19. Fendi in Collaboration with Coca-Cola. (2010, April 28). Coca- Cola SINGAPORE. Retrieved October 17, 2012, from http:// www.coca-cola.com.sg/news/localnews.asp?NeID=312
  20. Fendi in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http://www. trendhunter.com/photos/54458#!/photos/54458/4
  21. Ferretti, A. (2010, April 28). Coca-Cola light adds some Milan magic to the mix this Audi fashion festival 2010. Coca- Cola in SINGAPORE. Retrieved October 17, 2012, from http://www.coca-cola.com.sg/news/localnews.asp?NeID= 312
  22. Gaultier's Designer Coca-Cola:Blumarine. (2012, April 18). luxpresso. Retrieved October 17, 2012, from http://luxpresso. com/photogallery-lifestyle/gallery-lifestyle/gaultiers-designercoca- cola/12202/22
  23. Gaultier's Designer Coca-Cola:Karl Lagerfeld. (2012, April 18). luxpresso. Retrieved October 17, 2012, from http://luxpresso. com/photogallery-lifestyle/gaultiers-designer-coca-cola/ 12202/3
  24. Gaultier's Designer Coca-Cola:Manolo Blahnik. (2012, April 18). luxpresso. Retrieved October 17, 2012, from http://luxpresso. com/photogallery-lifestyle/gaultiers-designer-cocacola/ 12202/11
  25. Gaultier's Designer Coca-Cola:Sonia Rykiel. (2012, April 18). luxpresso. Retrieved October 17, 2012, from http://luxpresso. com/photogallery-lifestyle/gaultiers-designer-coca-cola/ 12202/7
  26. Gianfranco Ferre in Collaboration with Coca-Cola. (2010, October 14). trendhunter. Retrieved October 17, 2012, from http://www.trendhunter.com/trends/gianfranco-ferre-cocacola- bottles
  27. Gianni Versace in Collaboration with Coca-Cola. (2010, April 28). Coca-Cola SINGAPORE. Retrieved October 17, 2012, from http://www.coca-cola.com.sg/news/localnews.asp?NeID=312
  28. Gianni Versace in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http:// www.trendhunter.com/photos/54458#!/photos/54458/1
  29. Hong, W. P. (2005). Result and satisfaction according to characteristics of collaboration in fashion business. Unpublished doctoral dissertation, Konkuk University, Seoul.
  30. Jeong, H. S. (2007). Collaboration between of design fields around fashion. Unpublished master's thesis, Yonsei University, Seoul.
  31. Jeong, H. S., & Kim, Y. I. (2008). Collaboration among design fields with a focus on the fashion industry. Journal of the Korean Society of Costume, 58(6), 110-123.
  32. Jin, K. O., & Park, M. N. (2000). The meaning of pastiche in the postmodern fashion. Journal of the Korean Society of Costume, 50(5), 143-157.
  33. Ju, S. H., & Koo, D. M. (2012). The effect of curiosity and need for uniqueness on emotional responses to art collaborated products including moderating effect of gender. Asia Marketing Journal, 14(2), 97-125.
  34. Jung, M. J., & Sohn, W. J. (2012). A study on effect of brand preference on collaboration design-Focused on cosmetic package-. The Journal of Society of Korea Design Trend, 34, 121-131.
  35. Kang, H. R. (2006). A study on my work to be based on the symbolical nature of surrealism picture. Unpublished master's thesis, Konyang University, Nonsan.
  36. Kim, J. A. (2008). A pictiorical observation and study of modern feminity: Centering on my own works. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  37. Kim, J. H., & Kim, Y. S. (2012). 패션과 코카콜라의 콜라보레이션 상품에 나타난 미적 특성 [Aesthetic characteristics in products of Coca-Cola and fashion]. Proceedings of the Korean Society of Clothing and Textiles, Fall Conference, Korea, 199.
  38. Kim, M. J., & Park, E. K. (2008). A case study of collaboration with designer and brand as trading up. The Journal of the Korean Society of Fashion Design, 8(3), 79-94.
  39. Kim, S. Y. (2007). A study on graffiti expressed in the modern fashion. Journal of the Korean Society of Clothing and Textiles, 31(5), 777-787. https://doi.org/10.5850/JKSCT.2007.31.5.777
  40. Kristeva, J. (2006). Le genie feminin, tome II. Melanie Klein [Psychopathy, matricide and creativity: Melanie Klein] (S. Y. Park, Trans.). Seoul: Ananke. (Original work published 2000)
  41. Lee, Y. Y. (2012, April 27). Fashion designer 'Franco Moschino'. Navercast. Retrieved October 24, 2012, from http://navercast. naver.com/contents.nhn?contents_id=7923
  42. Lim, S. H., & Han, B. J. (2011). A study on effect of brand preference on collaboration through the beverage package -Focusing on Coca-Cola collaboration-. The Journal of Brand Design Association of Korea, 9(2), 215-230.
  43. Marni in Collaboration with Coca-Cola. (2010, April 28). Coca- Cola SINGAPORE. Retrieved October 17, 2012, from http:// www.coca-cola.com.sg/news/localnews.asp?NeID=312
  44. Marni in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http://www.trendhunter. com/photos/54458#!/photos/54458/7
  45. Missoni in Collaboration with Coca-Cola. (2010, April 28). Coca-Cola SINGAPORE. Retrieved October 17, 2012, from http://www.coca-cola.com.sg/news/localnews.asp?NeID= 312
  46. Missoni in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http://www.trendhunter. com/photos/54458#!/photos/54458/8
  47. Moschino in Collaboration with Coca-Cola. (2010, April 28). Coca-Cola SINGAPORE. Retrieved October 17, 2012, from http://www.coca-cola.com.sg/news/localnews.asp?NeID= 312
  48. Moschino in Collaboration with Coca-Cola. (2011, June 23). trendhunter. Retrieved October 17, 2012, from http://www. trendhunter.com/photos/54458#!/photos/54458/9
  49. Roverto Cavalli in Collaboration with Coca-Cola. (2010, April 28). Coca-Cola SINGAPORE. Retrieved October 17, 2012, from http://www.coca-cola.com.sg/news/localnews.asp?Ne- ID=312
  50. Schaeffer, R., & Bateman, B. (1995). Coca Cola: A collector's guide. London: Quintet Books.
  51. Scott, L. (2010, September 22). Gianfranco Ferre does diet coke & dresses up coca-cola light bottles for charity. fashiontribes. Retrieved October 24, 2012, from http://fashiontribes. typepad.com/
  52. Standage, T. (2006). A history of the world in six glasses (J. H. Cha, Trans.). Seoul: Sejong Books. (Original work published 2005)
  53. Tapscott, D., & Willians, A. D. (2009). Wikinomics: How mass collaboration changes everything (M. N. Yoon, Trans.). Seoul: 21 century books. (Original work published 2006)
  54. Yang, H. J., Kim, C. S., Kim, Y. Y., Kim, T. E., Bae, Y. J., Sun, C., & Yang, H. S. (2012). The influences of shopping orientation on selection criteria, attitudes, and preference of collaborated fashion products. Journal of the Korean Society for Clothing Industry, 14(4), 567-577. https://doi.org/10.5805/KSCI.2012.14.4.567
  55. Yang, H. Y. (2010). Socio-cultural meanings of the trend of collaboration expressed in contemporary fashion. The Research Journal of the Costume Culture, 18(2), 245-260.
  56. Yang, S. K. (2004). A study on the playfulness shown in Twyla Tharp's works. Unpublished master's thesis, Ewha Womans University, Seoul.
  57. Yoon, G. E., & Kim, D. S. (2011). A study on the collaboration cases in package design-Focused on the cosmetic package design-. The Journal of Korea Design Knowledge Society, 20, 222-231.
  58. II. Brand&shopping-3. Trend Report-It is a Collaboration Age! (2012, June 4). The Bittlemap magazine. Retrieved October 17, 2012, from http://beetlemap.com/xe/index.php?mid =beetle_01&document_srl=661&category=630 - 385