• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.324-335
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• 2016

The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.167-182
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• 2014

This study researched the symbolic meaning of the costume colors in the independent film . The purpose of the study is to shed light on the relation between a film and the clothing color by exploring the symbolic meaning of costume colors as based on place images and as reflected in characters' internal psychological states and situations. The conclusions of this study are as follows. First, the colors primarily presented were neutral shades of black and white or dark, almost-black tones, representing the negative narrative structure and depicting the image of a human being. Second, a series of bright blue shades were presented to reflect the positive narrative structure of a human being returning successfully to reality. Third, the application of color, involving both the psychological aspect as well as the symbolism of color, was effectively delivered to the audience. Fourth, the emphasis on color in the smallest details of costumes was analyzed, and it was found that symbolic color effectively communicated the whole image of transformation as the story progressed, clearly delivered delicate emotional messages, and contained symbolism relating to particular places and situations.

• Journal of the Korean Society of Costume
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• v.50
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• pp.51-68
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• 2000

This study is intended to examine the common features of costume images in science-fiction (SF) movies that deal with current socio-cultural situations by examining their themes and tones about the future it can be generally concluded that costume images of SF movies are divided into two patterns : one inheriting traditional styles constructed on linear progress and the other based on dismantiling the tradition. this analysis is made through the research of actual cinematic contexts on the common features of multiple styles shaping the two patterns of costume images. The results can be summarized as the following: The former is related with the future built up on the basis of belief in reasonal progress rooted in the Enlightenment reasonable plan for ideal social order and strong faith in uniformity. So It shows functional uniformity disregarding wasteful competitiveness in consumption and luxuriousness and clothing that has the aesthetic value of purity without emphasizing human body or sensuality are presented. On the other hand SF movies which show the uncertain costume image as the meaning of dismantling of tradition take up a rather critical view of assumption that society can move toward utopian future as it searches future images in the notion of hetero-topia by emphasizing pluralism consequently as for clothing diversity and uncertainty in post-modern style are presented destroying modernistic dichotomy and the assumption of Utopian clothing made in the notion of modern progressivism.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.74-84
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• 2015

The purpose of this study is to examine symbolic meanings of costumes shown by portraits of King Henry VIII and use them as basic data for research on costume design of historical dramas in the Renaissance or on King Henry VIII's costume. This study attempted analysis of symbolic meanings from the paintings-related various domestic and overseas literatures, preliminary study paper, and web sites etc. The symbolic meanings expressed by the portraits of King Henry VIII are characterized by authority, innovation performance, authority, masculinity, innovation performance, artistic taste, intellectual charm, intrepidity and benevolence. Especially, the portraits of King Henry VIII symbolized his masculine beauty by emphasizing sexual attractiveness that cannot be seen in portraits of other kings through broad shoulders and exaggerated codpiece which are the zenith of masculine beauty during the Renaissance age. Through the image of King Henry VIII which was painted with jester or barber surgeons, his characteristic and open mind thinking highly of the technique and human life was also expressed. In the portrait of King Henry VIII, various images set in knights' tournament, playing a musical instrument and reading a book as well as the image of wearing a parliament costume were shown, highlighting King Henry VIII as a person good at both literary and martial arts with open and innovative personality than any other kings in history.

• Journal of Fashion Business
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• v.4 no.1
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• pp.33-44
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• 2000

The purpose of this study is to research Miao ethnic costume which have been distinctly expressed differences according tribes and areas, present fashion design reflecting image of Miao ethnic costume. Two steps was taken in order to achive this purpose. The first step was to put in order formative characteristics of Miao ethnic costume being based on the Chinese books and domestic research materials. The second step was to study formative characteristics of Miao ethnic costume in comparison 2000A/W fashion trend, illustrate and schematize fashion designs. The results of formative characteristics of Miao ethnic costume are summarized as follows 1. X or H silhouette through skirt & jacket and pants & jacket. 2. Layered look that been twisted around several items. 3. Fine pleats skirts. 4. Refined and splendid color. Black was used main color, dark blue & red purple were used coordi color, vivid color were used accent color 5. Geometrical pattern, cross stitch embroidery. 6. Various ornaments being used silver. 7. Various hair styles and hairdressers. Using above characteristics, this study presneted fusion fashion design combined images of ethnic and techno with dark blue, mustard, blue purple. The target was Forties, professional woman.

• Journal of the Korean Society of Costume
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• v.53 no.7
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• pp.125-137
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• 2003

This study is to explore the Post-modern fashion image appeared in the costumes of the movie $\ulcorner$Matrix2-Reloaded$\lrcorner$, which is believed to adapt successfully the Postmodernism ideas on screen. From this study, we can find that the movie costumes express certain formative characteristics considerably affected by the contemporary fashion trends such as Minimalism, Formalism, Futurism, Ethno-eclecticism, Asexualism. These are mostly common tendencies aroused in the complex and pluralistic circumstances of Postmodernism where many diverse values are equally regarded. Finally, the 5 trends lead to represent the following symbolic meanings with entanglement in multiplex ways, that is Virtual Reality, Mechanic Artificiality, Human Dignity, Mysticism, Multi-Culturism, and Nonsexuality to create a strong unified imagery and style in that Post-modern movie.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.2
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• pp.145-157
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• 2017

This study aimed to investigate the relationship between values orientation and fashion image orientation with a focus on the new senior generation. The study conducted data analysis by using the SPSS 17.0 program for the final 397 copies excluding incomplete questionnaires. The results of this study are as follows. First, values orientation was drawn as the four factors of social orientation, dependent orientation, family-like orientation, and individual orientation. The fashion image orientation was compartmentalized as three factors: urban image, individual image, and feminine image. Second, social orientation had a significant effect on feminine image as shown in Photo 1, while only individual orientation exerted a significant influence on individual image (Photo 2). Social orientation and family-like orientation respectively exercised a significant influence on individual image and feminine image, and feminine image (Photo 3). Third, the four groups did not show a significant difference in the relationship with the sub-elements of fashion image orientation. It appeared that all four groups were felt as a complex image in which modern, feminine, and individual images were mixed. Fourth, the four groups showed a significant difference in the unusual, elegant, refined, youthful, feminine, and modern images among the factors of fashion image orientation.

• The Research Journal of the Costume Culture
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• v.12 no.1
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• pp.90-103
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• 2004

The purpose of the present study was to investigate images pursued and purchase behaviors for clothing as determined by self-image. Data were collected through a self-administered questionnaire survey from March 3 to March 11, 2003 from 600 female students attending universities in Seoul; 514 were used for the data analysis. Data were analyzed by chi-square analysis, t-test, ANOVA, correlation analysis, tics, cluster analysis and Duncan's multiple range test. Self image was defined six factors: social image, gay image, intellectual image, girlish image, iron nerves image, image like a man and was classified three group avail of six factor: commonness type, social brilliance type, immature boldness type. The results showed significant differences in images of actual clothing worn by self and in the clothing image pursued among the groups determined by the self image. Significant differences were also found in clothing purchase behaviors such as monthly clothing expenditure, shopping frequency, store types, and the clothing items often used for expressing self-image among the groups divided by self-image.

• Journal of the Korean Society of Costume
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• v.60 no.7
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• pp.61-73
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• 2010

This study aims to develop an fashion color design system based on personal color and sensorial images. This web-based system has a parallel structure which a user can search her own personal color, sensorial, and fashion images. The fashion image was presented according to the type of personal color image and sensorial image: futuristic fashion image from alluring image on all of personal color images; elegant fashion images from calm with pure/splendid images or faint/calm with alluring images; modern fashion image from pure/calm with alluring images or faint with lively images; plain fashion image from plain images with all personal color images but pure image; romantic fashion image from calm image with all personal color images but calm image. Fashion color and color combination palettes based on personal color images were presented with the each of those fashion images.

• Journal of the Korean Society of Costume
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• v.63 no.4
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• pp.143-157
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• 2013

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.