• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.42-54
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• 2014

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.194-203
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• 2021

With the spread of Corona virus l spreading to the uncertainty of society, consumers request more active social responsibility programs. In other words, it is manifest that corporate brands are required to pursue the public interests. Consumers go beyond the corporate social responsibility programs and support corporate's involvement to solve the social problems and they consume the brand accordingly. Thus, the companies respond to the consumers' request as a form of brand activism, or the new social marketing form in which the companies set the brand as an individual and seek the solutions of social issues. In this study, five experienced experts in the area were recruited to conduct in-depth interviews and how brand activism was practiced worldwide. The results reveal that brand activism is actively practiced with the support of consumers in the area of support for the small business, anti-racism efforts, gender diversity and equality, and sustainability.

• Cartoon and Animation Studies
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• s.47
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• pp.103-123
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• 2017

In recent years, some of the brands of cosmetics in Korea have launched the BB Cream only for man. Cosmetics is not only necessary for woman and it has been accepted by the male. A programme hosted by 김기수 is aimed to teach the female how to make up. As a result, the comprehension of the gender and the development of the times have been combined closely. The understanding of gender has been developed from binary opposition to the diversity of gender. The movements that were aimed at advocating feminism caused by some events reminded us of that we should pay attention to the equalization of the gender. We can see that people want to liberate themselves from the sexual stereotype through these social phenomenons. Meanwhile, animation advertising has also experienced a transformation, which is from that to shape a role under sexual stereotype to that to pay more attention to the diversity of gender during the progress of shaping a role. During the initial stage of the animation advertising's prosperity, what it described was based on the male. The male was the permanent theme. On the contrary, the female only played a subordinate role. However, with the development of feminism, to realize self-worth of the female and to fight for the gender equality have been mentioned more and more frequently. All these factors have prompted the animation advertising to break the stereotype when shaping a new role and change the sexual stereotype in order to create new animation figures.

• Journal of the Korea Convergence Society
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• v.11 no.1
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• pp.109-117
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• 2020

This study aims to analyze typographic expressions used in recent fashion trends from the perspective of conceptual art and thus identify a variety of meanings. Towards this end, theoretical considerations were made vis-à-vis the main concepts of research, such as typography and conceptual art, and the ready-made, documentation, intervention and language, which are the expressive features of conceptual art, were applied to fashion typography as analytical frameworks. The results are as follows. The ready-made appears in a way that borrows or transforms the visual identity of other brands, and documentation is utilized in a way that lays tautological or contradictory texts together. Intervention arises, while leading to more complex layers of meaning when borrowing the visual identity of the brand, which is conceptually irrelevant. The language is expressed as statements about contemporary social issues, such as environmental protection, ethical consumption and gender problems. Based on the findings of this study, it can be confirmed that in fashion design, typography serves as an effective marketing tool and a medium of social statements. Moreover, it can expand into the possibility of generating new meanings as a novel way of visual expression.