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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study of Users' EEG Responses to Different Types of Fashion Films

패션필름의 유형에 따른 이용자의 뇌파 반응 연구

  • Chungsun Lee (Dept. of Clothing & Textiles, Sookmyung Women's University) ;
  • Seunghee Lee (Dept. of Clothing & Textiles, Sookmyung Women's University)
  • 이청순 (숙명여자대학교 의류학과) ;
  • 이승희 (숙명여자대학교 의류학과)
  • Received : 2022.11.04
  • Accepted : 2023.03.13
  • Published : 2023.04.30
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Abstract

In the 21st century, fashion films are frequently used throughout the fashion industry. In particular, as videos have become an essential element and a communication tool of social media, they are becoming even more important in the world of fashion. In this study, different types of short-length fashion films (< 0:60) in current use were derived, and the effects of on the cognitive and emotional responses of users were analyzed using electroencephalogram(EEG) findings. EEG measurements were performed using Epoc+ on 31 healthy women aged 20-29 years after viewing six types of fashion films[fiction/well-made, fiction/user generated content(UGC), documentary/well-made, documentary/UGC, art/well-made, and art/UGC] in random order. The results demonstrate differences among four types of films. Specifically, alpha waves in the frontal lobe decreased more while watching documentary/UGC films than while watching art/well-made films. Gamma waves in the temporal lobe decreased more while watching fiction/well-made films than while watching documentary/UGC films. Furthermore, theta waves in the occipital lobe increased more while watching fiction/well-made films than while watching art/UGC films. These findings suggest that different types of fashion films can stimulate different parts of the brain that process thinking, cognition, emotion, and visual and auditory information and consequently evoke emotional responses.

Keywords

References

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