• 마케팅과학연구
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• 제15권3호
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• pp.49-65
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• 2005

현대인들은 의식적 혹은 무의식적으로 많은 광고에 노출되고 있다. 이에 기업에서는 매력적인 모델을 광고에 사용함으로써 자사의 광고에 소비자들의 주목도를 높이려는 것이 일반적인 경향이다. 의류의 경우, 소비자는 주로 잡지, 신문, 카탈로그, TV 광고 등의 마케터 주도적 정보원을 통해 정보를 수집하는 것으로 나타나, 마케터가 제시하는 광고가 의류 소비자의 구매행동에 영향을 미친다는 것을 알 수 있다. 따라서 본 연구에서는 의류광고에 사용되는 모델이 소비자에 의해 의류광고에 적합하다고 판단되어지는 경로를 이론적으로 도출하고 이를 실증적으로 검증하였다. 그 결과, 모델의 매력도 차원에는 '관능성'과 '귀염성', 두 차원이 존재하며, 이 차원은 각각 다른 경로로 의류광고 적합도를 향상시키는 것으로 나타났다. 관능성은 '모델답다', '전형적인 모델이다'로 여겨지는 '모델 전형성'을 통해 의류광고 적합도를 향상시키며, 귀염성은 모델 전형성을 거치지 않고 의류광고 적합도에 직접적으로 영향을 미치는 것으로 나타났다. 이러한 결과는 기업이 의류모델을 선정함에 있어 유의한 시사점을 제공한다.

• 복식문화연구
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• 제17권3호
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• pp.523-534
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• 2009

The purpose of this study is to categorize the dimensions of the visual evaluation of the costume details of the retro romantic fashion and to research on the costume details and the visual evaluation by evaluators' gender, age, and major, and on their preferences. Quantitative research were conducted for this study. Based on the pictures, 10 costume details were selected for the survey questions and data were collected. All 446 subjects who participated in this research were college students(males and females) residing in or near Seoul. Data were collected in September, 2008. The collected data were statistically analyzed using SPSS which included: factor analysis, Cronbach's $\alpha$ reliability analysis, three-way ANOVA, two-way ANOVA, one-way ANOVA, Duncan's multiple range tests, and the t-test. The results of visual evaluation of retro romantic fashion are as follows: First, as a result of the factor analysis of the costume detail evaluation, five factors including attractiveness, decorativeness, cuteness, retro, and femininity surfaced. Second, the gender difference in the results of the research revealed that women rated decorative, cute, retro, and feminine characteristics higher than men did. Third, there were significant interactive effects in attractiveness and femininity depending on costume details and evaluators' gender. Fourth, subjects majoring in fashion valued attractiveness and femininity of the stimulus over non-fashion majoring subjects. Fifth, there were significant differences in the preferences of costume details depending on gender.

• 한국의상디자인학회지
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• 제18권1호
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• pp.121-133
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• 2016

The purpose of this study is to recognize the differences of visual evaluation by variations in pattern and silhouette of the block dresses. The stimuli are 9 samples: 3 variations of the silhouette and 3 variations of the size of pattern. The data has been obtained from 55 fashion students and has been analyzed by using Factor Analysis, Anova, Scheffe's Test and the MCA method. The results of this study are as follows; 1) The visual evaluation by pattern and silhouette of block dresses are composed of 4 factors: lovable personality, physical characteristics, boldness, and simplicity. 2) Block dresses were evaluated to display the figure more efficiently, such as looking slimmer or taller, in the order of 2nd stage, 1st stage, and 3rd stage in every silhouette. As the patterns became bigger, straight silhouette dresses were judged to have bolder, more dignified images. 3) Block dresses were evaluated to have cute and lively images in order of hourglass silhouette, straight silhouette, and fitted silhouette in every pattern. They were evaluated to appear slimmer and taller in order of hourglass silhouette, fitted silhouette, and straight silhouette in every pattern. 1st stage and 2nd stage dresses were evaluated to have a bolder, more dignified image in order of fitted silhouette, hourglass silhouette, and straight silhouette. 4) The pattern and the silhouette of the block dresses interacted with boldness. These were the boldest, most dignified image in the fitted silhouette and 1st stage, while they were not judged so in the case of the straight silhouette and 1st stage. 5) According to the MCA regarding lovable personality and physical characteristics, the silhouette affected the visual image of the block dresses more than the pattern did. According to the MCA on simplicity, the pattern affected the visual image of the block dresses more than the silhouette.