• 자연과학논문집
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• 제13권1호
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• pp.113-128
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• 2003

The purpose of his study was to investigate the effectiveness on clothing advertisement of three types of model, perception of model attributes by the clothing consumers, and difference in advertisement effectiveness according to perception of model attributes. Three types of advertisements for easy casual brand were selected, which are using celebrity, expert and general consumer models. The final analysis included 304 persons, who ranged from 16 to 25 in age. The statistics used analysis include ANOVA, Duncan's multiple range test, factor analysis and regression by the SPSS program. The result were as follow:1. The celebrity advertisement was the most effective type on all kinds of attitude changes (cognitive, emotional, and behavioral attitude changes) of consumers.2. The celebrity model received high scores on attractiveness and truthfulness; and the general consumer model received high scores on truthfulness and similarity.3. The amount of consumers attitude changes was different according to the perceptions of model attributes as well as the types of model.

• 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.

• 복식문화연구
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• 제8권2호
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• pp.183-196
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• 2000

The purpose of this study was to identify cosemetics purchasing behavior of male college students by clothing involvement. A questionnaire was administered to 246 male collage students living in Taegu and Seoul during September of 1999. Data were analyzed by using frequency, cross tabulation, t-test, χ²-test and factor analysis. The results of this study were as follows : First, the consumers are classified into two categories by clothing involvement ; 65.5% of the highly involved consumers and 34.5% of the lowly involved consumers. Second, the factors of selecting cosmetics were fragrance, quality and price. Third, the major information sources of cosmetics are TV, magazines, outdoor advertisements, newspapers, subway, radio and internet in order of importance. Fourth, high clothing involved group was more fashion oriented and showed more impulsive purchasing attribute.

• 복식문화연구
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• 제24권1호
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• pp.93-106
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• 2016

Study objectives are: 1) to investigate the difference in consumer perceptions of the model's image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model's image and the consumer's self image, the difference between the model's image and the brand's image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model's images and physical attractiveness according to each model type. The consumer's attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model's image and the consumers' self-image, nor by the difference between the model's image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model's image fits well with their self-images or the brand's image when building an attitude toward the advertising model, and this precedes the consumer's attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

• 복식
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• 제64권7호
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• pp.172-183
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• 2014

The term "new woman" (신여성 [Sinyeoseong], 新女性) refers to an idealized image of contemporary women during the so-called modern period in East Asia. In Korea, these "modern girls" were also referred to as modan (毛斷), or "cut-hair", reflecting changes in appearances that rejected the traditional value system in favor of "the new" in everyday life. Although it was used to refer to the perceived educated leaders of this new period, it also had the negative connotation of referring to frivolous women only interested in the latest fashion. The popular discourse on this "new woman" was constantly changing during this early modern period in East Asia, ranging from male-driven women's movements to women-driven liberal and socialist movements. The discourse often included ideals of what constituted female impeccability in women's domestic roles and enlightened views on housekeeping, yet in most cases the "new woman" was also expected to be a good wife and mother as well as a successful career woman. The concept of the "new woman" was also accompanied by an upheaval in women's social roles and their physical boundaries, and resulted in women repositioning themselves in the new society. The new look was a way of constructing their bodies to fit their new roles, and this again was rapidly reproduced in visual media. Newspapers, magazines, and plays had gained immense popularity by this time and provided visual material for the age with covers, advertisements, and illustrations. This research will explore the fashion of the "new woman" through archival resources, specifically magazines published in the 1920s and 1930s. It will investigate how women's appearances and the images they pursued reflected the ideal image of the "new woman." Fashion information providers, trendsetters, and levels of popular acceptance will also be examined in the context of the early stage of the fashion industry in East Asia, including production and distribution. Additionally, as the idea of the "new woman" was a worldwide phenomenon throughout the 19th and early 20th century, the effect of Japanese colonialism on the structure of Korean culture and its role as a cultural mediator will also be considered in how the ideal image of beauty was sought, and whether this was a western, colonial, or national preference.

• 복식문화연구
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• 제28권1호
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• pp.15-29
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• 2020

Purpose of the study is to explore the effect of the types of mobile coupons(text- vs. image-focused coupons; free-gift vs. discount coupons) on characteristic perception of mobile coupons, and the causal relationships among characteristic perception, attitude, and use intention of mobile coupons. A total of 140 university students participated in experiments with questionnaires including one of the four stimuli. Important findings are as follows. First, image-focused mobile coupons generated more enjoyment than did text-focused coupons. However, the text/image-focused coupons were not different in perception of informativeness and credibility of mobile coupons. Second, enjoyment perception was significantly increased when image-focused contents were combined with discount coupons whereas enjoyment perception was decreased when text-focused contents were combined with free-gift coupons. This interaction effect reflects that the level of enjoyment of consumers can be changed in terms of the combination of the value-provision types of coupons and the text-image focused contents. Third, it was found that consumer perception of coupon characteristics formed attitudes toward mobile coupons, and use intention of mobile coupons was determined by attitudes toward mobile coupons. Study findings may fill the void of research investigating the effect of text-image contents and the types of coupons on consumer reponses toward mobile coupons. Mobile coupons have limited quantity of information within a small size of mobile phone screen, therefore, the results were not consistent with prior research tested with mobile advertisements indicating the effect of text-image contents on perception of informativeness and credibility.

• 복식문화연구
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• 제17권4호
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• pp.561-574
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• 2009

Black has been the most important color of all since the ancient times when the recognition of black roused, as well as during most of the eras; and can especially be said as the main color which controlled the chronicles of fashion. The purpose of the study was to broaden the application of black color image make-up by inquiring into make-up design elemental characteristics of lines and textures, after classifying magazine illustrations and advertisement make-up images using black. The photos which made effective use of black among fashion illustrations, magazine advertisements after 2001 were classified in to each type, and make-up expression method and characteristics according to design element of each image type was analyzed. The conclusion of such study was the following. 'Erotic image' showed contrast effect between eye make-up and lip color by using pale tone or red color. 'Mannish image' emphasized form and texture of eyebrow by restraining the colors of eyelids with natural brown tone eye make-up; 'Modern image' expressed vague eyebrow to bring the sensation of the direction of eye shadow on eyelids and eye line as well as slant line to relief. 'Kitsch image' showed free and light imagery by creating unique hair style with various colors; expressing lips mostly with colors similar to skin tone or by restraining colors on lips. 'Decadence image' showed messy and foul sensation with unstandardized eye make-up and matt skin of shimmer, glossy and pale tone, also with black colored lips; 'Retro image' expressed reinterpretation of images from 1920${\sim}$1960 to contemporary styles.

• 패션비즈니스
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• 제23권2호
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• pp.124-139
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• 2019

The purpose of this study was to examine the characteristic expression of Korean traditional costumes shown in the Korean paintings by Kim Hyun-Jung. The study analyzed the paintings by Kim Hyun-Jung to find out the characteristics of the contemporary Korean paintings and the expression of Korean traditional costumes. The characteristics of Kim Hyun-Jung's works are as follows: 1) The paintings are drawn by using Korean traditional painting methods and finished with Korean traditional paper, hanji. Moreover, they show the Korean traditional costume as main subject material. 2) They use modern painting methods, such as collage, and show pop art characters by use of contemporary popular products. 3) The artist communicates with the public through SNS and YouTube, and shows characteristics of popular art through commercial art products and advertisements. The characteristics of the Korean traditional costume in Kim Hyun-Jung's works are as follows. 1) The hanbok shown in the paintings is a traditional style with tight jeogori and wide chima. Chima is drawn in thin coloring with Korean ink and jeogori is expressed with semi-transparent hanji in various patterns and colors, which shows the subject 'coy'. 2) Various kinds of Korean traditional accessories and modernized flower shoes with high heels are shown as subject materials. The art works by contemporary Korean artists are expected to be the route to give valuable information to the public about Korean traditional costumes as well as the trendy Korean culture.

• 복식문화연구
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• 제14권2호
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• pp.234-246
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• 2006

As social recognition about men changes and men's concern about appearance increases, so in the social phenomenon of men's toiletries' diversification, ramification and specialization, the aim of this study is to analyze meaning of men's toiletries centered on men's toiletries advertisement published on men's fashion magazines which can be said to speak for men's culture. After collecting of 209 kinds of men's toiletries advertisements published in 'Esquire' and based on contents analysis results divided into domestic & foreign toiletries and perfumery, the symbolic analysis result with selection of representative advertisement in each field separately is that there are more cases of giving salience to a product through image expression rather than emphasizing product's function only, and the emphasis of image only achieves eminence in case of perfumery. At the comparison of domestic with foreign toiletries, in case of domestic toiletries, there are more cases of expressing meaning of toiletries through model image or backgrounds, while in case of foreign toiletries, there are more cases of expressing of function or effect of product through general image itself.

• 복식
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• 제42권
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• pp.113-126
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• 1999

The purpose of this study was to identify the differences n preference of advertisement and intention to buy the advertised jeans among the consumer groups which perceived eroticism and attraction of female model in advertising differently. he data were collected using questio-nnaires which contained eleven advertisements of Guess jeans selected form Vogue magazine publ-ished from 1990 to 1996. Female college students (n=270) living in Seoul Korea participated in the study. The data were analyzed by one-way ANOVA. he results of this study were as follows:First there were significant differences in preference of advertisement and intentio to buy the advertised jeans among the consumer groups which had different perceptions of eroticism and attraction of model in the case of eleven advert-isements. Second consumer group which perceived model erotic and attractive highly had the most preference of advertisement and intention to buy the advertised jeans, However consumer group which perceived model low in two aspects had the lowest preference and intention to buy. Third consumer group which perceived model a low erotic but highly attractive women had a higher preference of advertisement and intention to buy the advertised jeans than consumer gorup which perceived model a highly erotic but low attractive women or the former group was similar in prefe-rence and intention to buy to the latter group.