• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.202-209
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• 2010

Today, we are living in an information era during which we are flooded with information, and it is not an exception also in the magazine field. This study aimed to identify the unique characteristics of magazines by men's magazine companies as research into the big three men's magazines licensed in Korea. Accordingly, concerning a detailed research method, a practical study was carried out on the basis of statistics about the proportion of the contents composition in those magazines. This is because all magazines realize a target point to which their companies aspire, through the contents composition using articles or a pictorial magazine. As a result of thestudy, in the big three licensed men's magazines (Esquire, Arena, and GQ) in Korea, the highest proportion of the contents composition was the proportion of advertising, posting 37.5% on average, which was followed by the proportion of articles or a pictorial concerning fashion, marking 26.8% on average. Therefore, the domestic licensed men's magazines, which were identified by the proportion of the contents composition, were discovered to have thecharacteristics of a fashion magazine. Furthermore, they were found to be published with as lightly different contents composition based on a magazine concept pursued by each magazine company.

• Proceedings of the Costume Culture Conference
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• 2004.04a
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• pp.92-94
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• 2004

본 연구에서는 이상 제기한 연구 문제를 해결하기 위해서 미학 및 사회학 등에서 논의되어 온 문화 꼴라쥬 현상에 대한 개념과 사회적 등장 배경 등에 대한 이해를 바탕으로 문화 꼴라쥬 현상에 대한 내적 가치를 파악하고자 한다. 남성 패션에 표현된 문화 꼴라쥬 현상의 외적 조형성을 분석하기 위해서는 시각적 자료로 남성 패션 스타일 선도자로서의 역할을 해온 The Face, i-D, view와 해외 collection 지 등의 잡지를 분석한다. (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1672-1682
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• 2006

Attitudes about the ideal body are influenced by media, including fashion magazine advertisements. The purpose of our study was to analyze the ideal body image for males and females in contemporary society. We analyzed the contemporary ideal gender image through the examination of physical characteristics(body type, age), and fashion styles(hair, make up, supplements, clothing styles, body exposure) in fashion advertisements published in Gentlemen's Quarterly(GQ) and Vogue issued during 2002. The results indicate some blurring in masculinity and femininity resulting in gender neutralization and naturalness pursuing natural appearances. But, some previous beauty norms related to masculinity and femininity remained.

• Journal of the Korean Society of Costume
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• v.54 no.3
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• pp.87-97
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• 2004

패션잡지에 실린 패션 및 뷰티 관련 상품의 광고들은 현시대의 미의 이상을 제시하고, 상품소비를 통해 이를 성취할 수 있음을 제안함으로써 신체와 관련한 미적 상징성을 보여준다. 본 연구의 목적은 신체수정을 위한 상품의 특성과 상징적 의미를 확인하는 데 있으며, 이를 위해 여성잡지 Vogue와 남성잡지 GQ 광고 중 화장품과 바디케어 용품 광고를 선정하여, 이를 신체의 특성, 즉 색상, 볼륨과 비율, 형태와 구조, 텍스쳐, 향의 측면에서 구분하여 조사하였다. 그 결과, Vogue와 GQ 모두 다양한 종류의 신체수정을 위한 상품광고를 선보이고 있었으며, 상대적으로 Vogue가 GQ보다 더 많은 양과 종류의 상품 광고를 보이고 있었다. 신체의 특성에 따른 상품의 비중을 보면, Vogue는 신체의 색상과 관련한 시각적인 면이 높게 나타났고. 반면, GQ는 신체의 골격과 형태미, 볼륨과 비율, 그리고 향과 같은 덜 시각적인 면에서의 상품비중이 높았으며, 텍스쳐와 관련한 상품은 비슷한 비율로 나타났다. 이들 상품광고의 텍스트와 이미지에서 보이는 특성은 다기능성. 자연성, 개별성으로 구분할 수 있으며, 세계적 미의 추구, 젊음과 건강 이데올로기, 젠더 무경계화라는 상징적 의미를 내포하고 있다.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.2
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• pp.79-92
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• 2015

Covers of fashion magazines are part of the media that reflects the zeitgeist. Thus an analysis of the covers is a tool to probe the social and cultural changes of a period. This study attempts to shed light on the changes of the image of women on the cover of men's fashion magazines; this study intends to investigate the changes of status and role of women, from the past up to the present, through analyzing the meaning of the image of female models. For this purpose, this study conducts both literature and corroborative research. The period for the analysis is limited to post-1960s when female models began to appear alone on the cover of men's fashion magazine. The three decades from the 1960s through today have been analyzed according to its characteristics. The result is as follows: female models in the 1960s were shown as subjugated and ancillary to men as a commodity for the affluent materialistic civilization after World War II. In the 1970s, thanks to feminism movement, the image of resistance dominated. As a result of women's right movement, the 1980s came to witness the female image of subjective characteristics. Finally, starting in the 1990s, a mixture of subjugated, resistant, and subjective image of female models has appeared. In the contemporary culture, where the communication through images is being increased, the image of the female models in fashion magazines could work as a criterion to measure the social change.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.105-114
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• 2008

This study aims on observing the social recognition and its aspects for men taking care of their outer appearances at current point where men are rapidly rising as the main consumer in the beauty industry while their interest for outer appearances are increasing. Therefore, we observed the overall trend and changes in social recognition for male looks by analyzing the contents of articles in fashion magazines that play the critical role of spreading the trend while suggesting and delivering the diverse trend changes to the public to correspond to the individual and concrete demands of certain class segmented into gender, age, hobby, and more. As a result, articles related to outer appearances were divided into fashion, cosmetic and skin, hair and scalp, body figure care, cosmetic surgery, and others, and among them, fashion category took up the highest ratio. Also, articles related to outer appearances increased even more according to the change in time, where articles related to fashion and hair increased while articles of other categories decreased.

• The Research Journal of the Costume Culture
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• v.16 no.1
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• pp.1-21
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• 2008

The purpose of this study is to typify femininity and masculinity represented in mainstream women's and men's fashion magazines in Korea since 2000 and infer sexual ideology appearing in contemporary Korean society by content analysis with the view of plural sexuality. For the content analysis total 259 editorial fashion photography was analyzed. As the result, 5 femininities and 5 masculinities were typified, and then sexual discourse was inferred out of the frequency of each type and texts with the images. On the basis of previous studies and historical considerations of this topic, the types of sexuality represented in mainstream fashion magazines in Korea since 2000 were classified as follow.: in women's fashion magazines Traditional Femininity and Androgynous Femininity were almost similarily dominant sexuality, and Glamor Femininity, Babydoll Femininity, and Genderless sexuality were alternative. Meanwhile, in men's fashion magazines Traditional Masculinity formed clear dominant sexuality, and Macho Masculinity, Androgynous Masculinity, Adolescent Masculinity, and Genderless sexuality were alternatives. In addition, Androgynous Masculinity in women's fashion magazines occupied the highest frequency, while Glamor Femininity in men's fashion magazines did so. From this sexual discourses represented in mainstream fashion magazines in Korea since 2000 are as follow.: First, mainstream fashion in Korea sticks to the modern values preserving traditional sexual ideology even in this postmodern period of the former 21C. Second, Androgynous Femininity as another dominant femininity with Traditional Femininity connotes the change of conception of femininity in Korean society. Third, Androgynous Masculinity to females is preferred, while femininity to males is still regarded as fetish or adorned object. Fourth, the appearance of various alternative sexualities leads to pluralization of sexuality, and then fashion gradually codifies youthfulness and feminine values, such as body and sexual desire more than before.

• Science of Emotion and Sensibility
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• v.7 no.4
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• pp.1-6
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• 2004

The purpose of this study was to investigate the female college students' preferences to the images of both western and eastern pictures, and positive/negative perception on to the model's nationality in the apparel advertizing pictures of fashion magazines. 100 students participated in the survey, and 20 stimulus pictures were shown to them. The results were as follows: The female college students preferred the western images than the eastern images in the pictures of bedroom, palace and beer, while they preferred the eastern images in the pictures of snack and famous drawings of a beauty. But they showed more positive attitude to all the western models' advertizement pictures than the eastern models' ones, in casual wear, formal wear, watches and inner-wear divisions except in men's formal wear division. This meant that the perception of female students on western images was positive and it seems stimulating the consumers preferences of brand images.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.7
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• pp.1082-1094
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• 2008

The present study analyzed the differences of advertisement design, expression method, and appeal types in the men's fashion product advertisement from men's magazines between 1996 and 2006, according to the year, season, and the type of the magazine. The magazines chosen for the analysis were Korean Esquire, GQ, and Shin-dong-a. 2058 advertisement out of 88 sample magazines were chosen and analyzed by frequency, and chi-square using SPSS statistic package. The results of the study were as follows. First of all, there were more advertisements without copy, and even when the copy was used, it was used as a headline only. Secondly the poster style layout was used more frequently than other layouts, and one male model wearing the product was the most popular. Thirdly the types of appeal in advertisement, sensuous appeal was most frequently used. The results of the study showed that there is little advertisement differentiation in men's fashion product advertisement. Therefore in order to draw consumer's attention. various and unique advertisement design should be implemented.

• Journal of the Korean Society of Fashion and Beauty
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• v.3 no.1 s.4
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• pp.39-49
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• 2005

The purpose of this study is to analyze the consumption value and characteristic of content in cosmetics & perfume advertisement in men's fashion magazines in order to understand the changes of men's cosmetics market which is recently getting great attention along with the craze for 'florally handsome men', and 'eolzzang'(=gorgeous face), and examine the changes of the culture of men's make-up. I selected Esquire which had firstly produced men's fashion magazine in Korea, and implemented the content analysis, the quantitative analysis method, by separating linguistic elements ken visual elements. The results are as follows: In the analysis of consumption value revealed in the linguistic elements of cosmetics advertisement, emotion value was the highest in both cosmetics and perfume, while function value was the second highest in cosmetics and rarity value was the second highest in perfume. About the changes of content characteristics of visual elements, in both cosmetics and perfume advertisement, there were a lot of visual advertisements focused on figures without the mixture of linguistic expressions. Between advertisement in 1990s and that in 2000s, there were meaningful differences only in types and object of meaning of used symbols.