• The Research Journal of the Costume Culture
• /
• v.19 no.3
• /
• pp.650-660
• /
• 2011

Purpose of this study is to explore: 1) the difference in color sensibility evaluation, color attractiveness, and attitude toward the product, 2) the difference in the effect of color sensibility evaluation on color attractiveness, and 3) the difference in the effect of color sensibility evaluation on attitude toward the product between the identical clothing product presented in on-line and off-line settings. Experimental method was applied with 230 male and female university students using stimuli of an on-line site as well as an off-line window display presenting the same white t-shirts. Color sensibility factors of white t-shirt were hedonic, stimulating, active, and spatial senses. These color sensibility factors of the clothing product affected product color attractiveness as well as attitude toward the product. Although there were not differences in color sensibility evaluation, product attractiveness, and attitude toward the product between items presented in on-line and off-line settings, difference was found in the effect of color sensibility on the color attractiveness and attitude toward the product. The effect of color sensibility on color attractiveness and attitude toward the product was stronger in on-line than in off-line setting. Hedonic sense was the most important factor influencing attractiveness of product color and attitude toward the product. In addition, spatial sense affected attractiveness of product color in on-line setting; and stimulating sense impacted attitude toward the product in off-line setting. Based on the results implications were generated.

• Journal of the Korean Society of Costume
• /
• v.17
• /
• pp.221-245
• /
• 1991

The purpose of the study is to search for the existene mode of the modern cosmetology by not only understanding generally but also looking into the fundamental mental base and the aesthetic senses reflected in the literatuers and remans concerned with the traditional Korean cosmetology from anient times to modern times (1910). What are characteritic of in the systemetic study are summarized as follows : Chapter I The purposes and methods are systematized and the scop of study is specified. Chapter II The definition of cosmetology and osmetic indicates that the traditional cosmetology is a sort of whole deoration with costume. Chapter III It can hypothesized that since the Koreans were the northern nomadic tribe, in the beginning the cosmetology might have had a practical usage to protect themselves from the cold weather, and then gradually become to have a decoration meaning, and finally, with the development of various social culture, undergone the transition reflecting some characteristic of each era. Chapter IV While the female cosmetology had been much likely to accomodate the spirit of the times under the male, most of the male cosmetology had been done as a means to exhibit his social position, the tendency which had been prominent in the Yi dynasty. Chapter V Sinece beauty kits which were made of raw materials had been selg-supplying only to meet the small demand, their size were relatively small and had been given a menaing of a luchy omen or exorcism. Chapter VI Buddhism introduced bathing and incense, Confucianistic view of womanhood differentiated the cosmetology between Kissang and daughters of respectable citizens, and thin make-up was recomended. In addition, there many thoughts to have influence on the traditional cosmetology culture : body-and-soul unity, exorcism, naturalism, and short-lived beauty. Chapter VII Since the on-going movement of makeing use of the traditional cosmetic materials in order to apply to modern cosmetic may be a king of counter-vertical cultural phenomena to incorporate our own tradition with the modern cosmetology culture efficiently, the hope is that the findings of the study may contribute to the said efforts. In short, the study on the traditional cosmetology culture may be heloful in Looking into the existence of the modern cosmetology through its clarification of the nature of the traditional cosmetology culture.

• Journal of the Korean Society of Costume
• /
• v.54 no.3
• /
• pp.27-42
• /
• 2004

Music videos provide for many others images, alluring the audience to fall in another emotional world, while the sexual images shown in them suggest new images of man and woman. Today, men's images are being interpreted from various viewpoints. As interests in men's fashion are visualized through music video clothing, not only juveniles who want to be identified with the music video images but also adults try to imitate them, and proceed to wear the clothing, obliterating the boundary between 'reality' and 'illusion' and creating new images of men. This study is aimed at reviewing the male images shown in the music videos, particular their clothing, produced between 2000 and 2002. The results of this study could be summarized as follows : 1. Since beginning of the human history, men's image has been characterized by patriarchal system, capitalism, bourgeois class which emerged after industrial revolution and other man-dominant socio-cultural phenomena, such male image are shown in the music video as conservative and dominant image. 2. However, due to the post-modern culture, the power began to be decentralized. while feminism and men's liberation movement gain strength. As a result, women or heterosexuals began to regard men as sexual objects, and such a phenomenon is featured as sexual, bisexual or decadent images in the music videos. 3. On the threshold of the 21st century, music videos have begun to creatively describe men's life, their social conflicts, dreams and hopes and death and thereby. feature men's such images as being destroyed in view of existentialism. The numerous creative men's images interpreted in this way are featured in many music video works only to create playful, cyborg or demonic images using the senses. After all, men's images are featured in the music video costumes in diverse ways ranging from the conventional images to acquiescent images. In addition, various male images are combined with the characteristics of the music videos to be re-created anew. The young men in the our modern age tend to imitate or apply such images to create their own images or individualistic styles. All in all, men's image can be fixed no longer but diversified and fragmented in the new age.

• Asia Marketing Journal
• /
• v.14 no.2
• /
• pp.127-156
• /
• 2012

A lot of interest in the baby-boomer generation, those who were born after World War II, has emerged since their retirement has been accelerated. The retirement of baby-boomers has caused many health, public welfare, social policy and family relationship problems. However, their increased purchasing power has made them more attractive consumers than any other generation, and they have become a fascinating niche market in the depressed economy. This research selected middle-class women of the baby-boomer generation who have had powerful effects on society and have emerged as an attractive niche market, and attempted to understand their lives intensively. Based on research activities, the purpose of this research is to identify baby-boomer generation middle-aged women's life values. Qualitative research methodology was used to achieve research objectives, and this research aimed to suggest marketing implications to connected industries based on the research results. The research objectives are as follows. 1. understanding the lives of baby-boomer middle-class women who have powerful effects on socio-economic phenomena 2. identifying the life values of baby-boomer middle-class women 3. generating marketing implications based on an understanding of baby-boomer middle-class women's lives and life values This research conducted FGIs(focus group interviews), one of the qualitative research methodologies, to figure out baby-boomer middle-class women's life values intensively and selected 10 women living in Seoul for data collection. The qualitative data of collected FGIs were analyzed with spiral data analysis methodology proposed by Creswell(2007). The most effective factors to influence these middle-class women's lives powerfully were 'time' and 'independence'. Their consciousness of the importance of using time affects their life pattern generally, and their independence also impacts greatly on the way they exploit time and on their diverse relationships. They maximized their self-realization and showed long-term partnership with their surrounding circumstances because of those effective factors. Baby-boomer middle-class women's self-realization was divided into two areas. One was their outside activities and another was perfect management of their physical appearance and home interior. Like the results of this research, their need for social entrance will be reinforced more strongly since their internal and external activities aim for the achievement of self-realization. In addition, this research suggests that baby-boomer middle-class women's activities are connected with their management of their physical appearance and home interior decorations, and that such management is caused not only by a simple interest in fashion and beauty but also a profound desire for self-realization. On account of their consciousness, which is different from other generations, Korean baby-boomer middle-class women are able to maintain positive partnerships with their surrounding circumstances; however, they also show ambivalent emotions to retain effective partnerships. To overcome those stressful situations, they make greater efforts to keep up their health and youth, and also engage in diverse activities to maintain their mental health. Finally, they generate positive attitudes toward their economic situation and extra time to develop self-realization and pursue happy, youthful and healthy lives. Based on those results, this study suggests the following implications. First, industries targeting the baby-boomer generation should develop innovative products and services which help the baby-boomer generation maximize their efficiency of time since time is one of the most important factors powerfully impacting the baby-boomer generation. They will engage in various activities to fill up their extra time and consume helpful products and services. Second, such industries should supply the baby-boomer generation with opportunities which propose new ways of self-realization since this generation shows a great desire for self-realization because of their self-efficacy. With customized strategies of satisfying their needs, the baby-boomer generation would discover opportunities to utilize their abilities, relationships and aesthetic senses, and industries would develop a niche market. Third, market segmentations which target the baby-boomer generation's desire to maintain their physical appearance and home interior should be executed since such activities are the main strategies to develop this generation's self-realization. The baby-boomer generation's desire to study those areas would be expanded, and those education systems should produce innovative products and services targeting the baby-boomer generation. This implication also offers to government officials new policies related with the baby-boomer generation. This exploratory study utilized qualitative research methodology to understand baby-boomer middle-class women's lives, and proposed propositions and limitations for further researches. As for the limitations, first, it is hard to generalize the research results so that they may apply to all areas and economic classes of the baby-boomer generation since this research selected only 10 women living in Seoul for the data collection process. To overcome this limitation, extended data collections of subjects from diverse regions and economic classes should be designed. Second, quantitative research should be conducted to supplement the findings with validities. Third, this research focused on only general ideas of the baby-boomer generation's lives since the range of this study was focused on their overall lives. Therefore, intensive research related to specific areas of their lives should be conducted.