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

• The Research Journal of the Costume Culture
• /
• v.13 no.2 s.55
• /
• pp.221-239
• /
• 2005

The purpose of this study was to analyse the fashion style expressed in women magazine advertisements. The method of this study was used content analysis with 692 samples in women magazines ('Woman Sense', 'Yeosung Dong-A', and 'Jubu Saeng-hwal') which were issued in March, June, September, and December from 1998 to 2002. The data analysis were divided nine elements: 1. silhouette, 2. color, 3. pattern, 4. length of skirt & slacks, 5. adjustment, 6. breadth of collar lapel, 7. shoes, 8. make-up, 9. hair style. The results of this study were as follows: 1. silhouette : The four seasons were expressed in square silhouette. 2. Color : The spring, summer, and winter seasons were expressed in white color, while the fall season was expressed in neutral color. 3. Pattern : The four seasons were expressed in plain pattern. 4. Length of skirt & slacks : The four seasons were expressed in various length. 5. Adjustment : The four seasons were expressed in single button. 6. Breadth of collar lapel : The spring, summer, and winter seasons were expressed in small breadth, while the fall season was expressed in middle breadth. 7. Shoes : The four seasons were expressed in high-heeled shoes. 8. Make-up : The four seasons were expressed in light tone. 9. Hair style : The four seasons were expressed in up-style.