• 한국의류학회지
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• 제34권10호
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• 복식문화연구
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• 제10권1호
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• pp.76-88
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• 2002

The aim of this study was to describe how the type of appeal and linguistic expression of men's wear advertisement in magazines by analyzing domestic men's and ladies' magazines published from 1990 to 1999. The periodical change in advertisement trend was also discussed. 1. Type of Linguistic expression The type of linguistic expression used in advertisements far men's wear could be classified into the following five categories : emotional expression, sensual expression, egoistic expression, informative expression, and brand name expression. The periodical trend in the use of each type of linguistic expression was as follows: the occupancy rate for the type of emotional expression was roughly 50 percent in the early 90's (1990-1993) and this percentage gradually decreased during the mid 90's (1994-1196) until the late 90's (1997-1990). Despite the decrease in occupancy rate, this type was the most commonly used. While the occupancy rate fur the type of informative expression gradually increased during the decade, occupancy growth fur the type of brand name expression was slight until its rapid expansion in the late 90's. The occupancy rate for the type of egoistic expression steadily increased during the early and mid 90's but decreased to its original percentage in the late 90's. As for the sensual expression, its occupancy was insignificant up to the mid 90's and then rapidly decreased in the late 90's. 2. Type of appeal The type of appeal used in men's wear advertisements could be classified into the four categories, sensitive appeal, sex appeal, image appeal, and quality appeal. The periodical trend in the use of each type of appeal was as follows: sensitive appeal was most commonly used during the decade ; it had an occupancy rate over 50 percent in the early 90's but the rate gradually decreased during the mid and late 90's. Sexual appeal were the least commonly used; though the occupancy rate increased during the early and mid 90's it dropped dramatically in the late 97's. The occupancy rate for image appeal gradually decreased until its growth in the late 90's. The occupancy rate fur quality appeal was insignificant in the early 90's. This percentage rapidly increased in the mid 90's but relapsed in the late 90's.

• 한국의류학회지
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• 제31권12호
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• pp.1772-1783
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• 2007

본 연구의 목적은 외모에 대한 관심과 호기심이 왕성한 한, 중, 일 세 국가의 여대생들의 화장품구매실태를 조사하고 화장품이용과 관련한 만족, 불만족이유에 대한 세 국가 간의 차이점을 비교 분석하여 그 결과를 국내 화장품업계의 국내외 진출시 마케팅자료로 활용하고자 함이었다. 본 연구는 서울, 베이징, 도쿄에 거주하는 남녀공학대학에 재학중인 여대생 1,200명을 대상으로 하여 자료수집을 하였다. 연구결과, 세 국가의 여대생들의 화장품구매실태와 화장품과 관련한 만족, 불만족의 차이가 있었다. 중국여대생들은 구매처의 신뢰도와 브랜들 이미지를 중요하게 생각하고 불만족 화장품에 대해서는 교환을 통해 적극적으로 대처하는 것으로 나타났기 때문에 소비자들의 불만족경험을 줄이고 고급스럽고 믿을 수 있는 품질의 제품으로 백화점에 진출하는 마케팅전략이 중국시장진출 시 필요하며, 일본여대생들은 광고와 잡지모델이 중국, 한국과 비교하여 상대적으로 구매 시 중요한 요인으로 작용하고 슈퍼마켓과 약국을 통해 저렴한 화장품구매를 하는 것으로 나타나 일본시장진출 시 광고를 통해 브랜드인지도를 높이고 슈퍼마켓과 약국으로 유통망을 확대하고 품질대비 저렴한 가격전략이 필요하며 한국여대생들은 화장품구매시 친구나 동료 등과 같은 인적네크워크를 통한 구전과 저렴한 가격을 중요하게 생각하고 있어 품질대비 저렴한 가격으로 긍정적인 구전효과를 통한 마케팅전략이 필요하다고 사료된다.

• 한국의류학회지
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• 제22권2호
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• pp.267-278
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• 1998

The purpose of this study was to investigate the degree of self-monitoring (SM), the task situation and the appeal type of advertising impact on consumer behavior: in inner wear purchase. Information for the study was obtained with the use of experimental design. the experimental materials for the study were two-type inner wear advertisements (image appeal Ad/product appeal Ad). The subjects were 270, who were randomly sampled women undergraduate students in Korea, and main-test subjects (70 high SM subjects/69 low SM subjects) were assigned to the cells of 2 (self usage/gift-giving)x2 (quality appeal Ad/image appeal Ad). According to the 2x(2$\times$2) mixed factorial design, the level of SM score, the type of task situation score and the level of appeal type of advertising score were compared and tested by analysis of ANOVA. The results of experiment were as follows: 1. Experimental 1. the results showed the product preference on inner wear was the significant 3-way interaction effects among the degree of SM, the task situation, and the appeal type of advertising as well as the significant main effects of the appeal type of advertising. That is, the situation impact differs from the appeal type of advertising according to the degree of SM. 2. Experimental ll. the results showed the purchase intention on inner wear was the significant 2-way interaction effects between the appeal type of advertising and the task situation as well as the significant main effects of the appeal type of advertising and the task situation. That is, there is considerable difference in gift-giving situation rather than in self- usage situation according to the appeal type of advertising.

• 패션비즈니스
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• 제3권1호
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• pp.81-92
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• 1999

The purpose of this thesis is to analyze the present conditions and problems of the Electronic Commerce, specially by the fashion companies that utilize the Internet and to propose using plans of Internet Electronic Commerce as a strategic method of fashion companies that have a information-oriented mind to adapt itself to modern century. On the basis of my analysis, I propose some using plans of Internet Electronic Commerce by the fashion companies as follows. As a means of construction method, it is need for the pertinent companies to have an information-oriented mind and then to construct the low-expense but high-speed communication Infrastructure. As an operation and management method, positive web site advertisements plans, such as promotion, using various mass media, subscribing to the Internet search engines and dissemination of products information, etc., are need for companies to attract the consumers to connect to the web site. Second, to offer more satisfactory experiences, it is need for companies to frame the integrated shopping mall as a strategic alliance in the management of shopping mall. To frame the integrated shopping mall is also effective in solving financial problems of shopping mall management and introducing of security system As a means of technology supplement, security management systems, such as SSL or SET, should be introduced for consumers to pay the price and furnish their personal informations. Second, new technology developments, such as the newest simulation programs using Virtual Reality to solve the problem of products' actual feeling, should be need for consumers to feel as they really put clothes on. If these technological developments are realized, fashionable products will be dealt in the Internet shopping mall as well and the marketability of Internet shopping mall will be expanded.

• 복식
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• 제62권4호
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• pp.164-180
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• 2012

This study focuses on the hats in the advertisements of the newspapers from the Greater Korean Empire to the Time of Independence. There were Yeomo(禮帽), Jungsanmoja(中山帽子), Jungjeolmoja(中折帽子), Women's hat, Undongmoja(運動帽子), and Hakdomoja(學徒帽子) from 1897 to the 1900s. The names of the hats were written with Chinese characters as there was no specific name for women's hats. There were a lot of hats in the 1910s; Jungjeolmoja, Jungsanmoja, Hukyeomoja(黑禮帽子), Panama, Doriuchi(鳥打;とり-うち), Maggomo(麥程帽), Ilkyomoja(一交字帽), cheongyeonmo(靑年帽), Jajacheongyeonmo(刺子靑年帽), Hakaaksangmo(學生帽), Undongmo, Laparyunmoja, Banghanmo(防寒帽), Mokchulmo(目出帽), Pungbangi(風防耳), Nambaui, and Pungdongi(風憧耳). Most of the hats were western hats for men. From the 1920s to 1930s, the hats were classified as to the shape and uses as compared to before that period. The hats were advertised in the newspapers such as Jungjeolmoja, Jungsanmoja, Panama, Doriuchimo, Maggomo, Ilkyomoja, cheongyeonmo, Jajacheongyeonmo, Hakaaksangmo, Undongmo, Banghanmo, Mokchulmo(目出帽), Adongmokchulmo(兒童目出帽), Pungdongi, and Pungchasamsangun(風遮三山巾). There is little information about hats from the late 1930s to the time of independence because of the censorship of the press. The hats during that period were almost the same as the before that time. There was a new name of a cap, Jeontumoja(戰鬪帽子) which was for a soldier. The hats in that period were one of the westernized items with shoes before the westernization of the Korean costume under Japanese imperialism. Furthermore, the western hats could be spread by the men who were in the center of the society. On the other hand, women's western hats were not common because women had rarely worn them before that period. They just wore traditional winter caps steadily.

• 복식
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• 제63권4호
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• pp.70-83
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• 2013

Lately, cities have been trying to build a certain brand by using its identity and culture in public designs. Cities are using its public design to show its cultural identity and to differentiate itself from other cities so it is playing a significant role in establishing a city's overall image. Public uniform is used to reflect the symbolism and identity of the city, an image of the city's culture and is used as a means of communication for specialization. Thus, the purpose of this study is to develop public uniform designs to build and strengthen the brand of Gwangju as Asia cultural hub city. Research presents a review of the literature including concept and type of a cultural city, correlativity between public design and urban competitiveness, domestic and foreign culture city branding case: focusing on Gwangju which is a cultural hub city in Asia, and then study sets up the development direction and motifs of uniform designs, and uniforms are designed by making use of the textile with symbols and logos, colors, and architectural motifs of Asian Culture Complex. Development ranges of uniforms were limited to Cultural Tourism Narrators and the Asian Culture Complex Advertisements staff uniforms, within the region of cultural tourism. Textile design, illustration, uniform simulation using Adobe Photoshop 7.0 and Adobe Illustrator CS 3 program is presented.

• 한국의류학회지
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• 제33권6호
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• pp.869-879
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• 2009

본 연구의 목적은 테크토닉 문화 및 패션의 특징을 파악하고, 한국과 프랑스에서 테크토닉 문화와 패션이 갖는 특수성을 밝히는 것이다. 특히 그 동안 주로 연구되었던 영 미권이 아닌 한국에서 하위문화가 어떻게 확산, 향유되는지에 주목하였다. 테크토닉은 2000년 프랑스 파리의 한 클럽에서 등장한 댄스 장르이자 음악 장르로, 인터넷을 통해 전 세계적으로 전파되었다. 테크토닉 패션은 슬림한 라인, 강렬한 색상, 하이탑 스니커즈를 특징으로 하는데, 이러한 패션 스타일은 동시대 패션의 흐름과 맞물리면서 테크토닉 댄스와 음악의 성격을 표현한다. 프랑스와 비교하여, 한국 테크토닉 패션 스타일은 남성의 경우 진한 메이크업과 모히칸 헤어를 잘 시도하지 않으며, 여성은 짧은 치마로 섹시함을 강조하는 경향이 있다. 테크토닉의 발생지인 프랑스에서는 테크토닉이 긍정적인 사회적 놀이문화로서 자리매김했으나, 한국의 테크토닉은 그 이미지만이 차용되어서 연예인의 패션 스타일이나 광고 수단으로 상품화되었다. 하위문화로서 테크토닉은 놀이성, 상품성, 디지털 통신매체의 적극적인 이용이라는 특수한 성격을 가진다. 테크토닉을 즐거운 댄스에 참여하는 것으로 여기는 프랑스에서는 놀이성이 두드러지고, 테크토닉을 시각적인 흥미요소로 여기는 한국에서는 상품성이 두드러진다. 이러한 성격의 차이가 두 나라의 테크토닉 패션에 차이를 가져왔다.

• 복식
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• 제65권3호
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• pp.47-61
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• 2015

Dress functions as a clear boundary between gender differences In the past. However dress in the 21st century, due to movement of feminism during the 1960's, advance of mass media and the influence of postmodernism, the boundary of gender differences has been blurred. Especially in men's fashion, where there was no little changes in traditional menswear, it is noteworthy that there appears some changes. The research about gender has developed to queer theory, subjected on gender itself, founded on the gender diversity. The purpose of the study is to conduct the implied meanings of dress in contemporary society, when gender diversity has been expressed in men's fashion, and to review the characteristics of contemporary men's fashion through the collections and advertisements of post 2000's as well as internet sites. This research is based on theory of Judith Butler, which is on the center of feminism and queer theory. Homosexual expressions which are presented in male clothing and advertisement produce rejection of the dichotomous view of gender concept and allowing of individual gender identity expression.

• 복식문화연구
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• 제26권1호
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• pp.19-29
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• 2018

The purpose of this study is to examine the sociocultural meanings of flapper look in American society during the 1920s. Using the ProQuest database, I searched articles from The New York Times published between 1920 and 1929 for opinions and discussions on the flapper look. Keywords included "clothing," "dress," "fashion," and "flapper," and advertisements and articles on menswear, leisurewear, and bathing suits were excluded. In the resulting articles, I extracted the following sociocultural meanings: autonomy, activeness, practicality, attractiveness, and extravagance. Meanings were analyzed from the opinions and discussions focusing on skirt length, dresses that directly and indirectly exposed the body, heavy make-up, non-constricting underwear, the H-line dress, bobbed hair, hygiene, comfort, and consumption. In sum, the 1920s flapper look represented progressive characteristics such as autonomous and active womanhood and practicality, which matched the technological development of the time. However, the flapper look was commercialized and exploited to make women look attractive and extravagant. Even though American women had access to higher education, more economic power, and suffrage in the 1920s, they were limited in their ability to overcome social conventions and the power of consumerism. Understanding the double-sidedness of flapper look within the social context of the time would enhance the comprehension of the relationship between women's lifestyles and changing fashion.