• 패션비즈니스
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• 제27권3호
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• pp.35-49
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• 2023

The purpose is to derive its aesthetic characteristics by objectifying the visual image of the YouTube campaign into adjectives. As a result, we intend to identify advertising strategies that use them as basic data for setting fashion design concepts. A group of experts in fashion majors watched each of them, wrote adjectives, and collected 75 adjectives. By analyzing the frequency of adjectives, aesthetic characteristics were derived with adjectives recording the upper number of times, and the results were obtained that they had the characteristics of deconstruction. The conclusions of this study are as follows. First, Tamburin's Jenny appeared to be strange, scary, rambling and charming. Among the internal meanings of deconstruction due to spatial, social, and psychological distance from consumers, it can be said that T.P.O's mutual textuality and play of interaction. Second, Gucci Cruise be chosen rural, strange, wild, unharmonious, and difficult, which is a mixture of intertextuality and play of T.P.O. Third, The Excise Gucci Campaign parodies that juxtaposes six films directed by Stanley Kubrick, making them strange, retro, difficult, interesting, and wrong. Deconstructionist de-genre and de-boundary Fourth, Kenzo World is weird, dynamic, wrong, difficult, difficult, and confused, which correspond to T.P.O's interactive textuality, play of the second half, and destruction and decomposition among the external expressions of deconstruction. Fifth, Burberry Hero emphasized the aesthetic value of traditional men, so it was ostensibly wild, free, powerful, sensual, and fantastic. Compared to the lifestyle of men who usually work at work, this corresponds to play of second best.

• 한국의상디자인학회지
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• 제8권1호
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• pp.137-144
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• 2006

Though old generation criticizes on costume play that it is accepted by young generation without any criticism, it is gaining popularity and is settled with unique Korean characteristics. The study is to understand the characteristics of costume play and investigate on the attitude of costume players enjoying it. For this study, a survey was conducted on costume players who order tailor-made costumes or rent them by using references, existing papers and internet sites. The results are as follows. 1.37% of costume players live in Seoul and Gyeonggi area, 37% in Gyeongsang-do and Busan with 21% in other areas. Two areas shows higher rate than any other regions, as Seoul Comic and Busan Comic are held regularly and there are faster exchange with Japanese culture in these areas with enough money 2. Among costume players, female accounts for 73.7% with 26.3% male. It shows that female likes costume play more than male. It is because woman responds actively to what she likes than man does. The number of male is steadily increasing. By age, high school student is 40%, middle school student is 36%, older than 20 is 16% with 3% of elementary school student. 3.61% of them like the reproduction of character costumes, 14.7% like Pancos and another 14.7% likethe reproduction of character costumes and creation. 69.5% participates in costume play both in groups and individuals, 26.3% in groups and 4.2% in individuals. 45.3% participates in comic more than 8 times in a yew, 43.2%, 1-2 times and 11.6%, 3-4 times. Mostly they want $50,000{\sim}80,000$ won costume. 4. on the criticism of old generation that costume play is nothing but the imitation of Japanese culture, 87.4% of the respondents answered 'absolutely not' They think costume play is one of their favorite cultures. 5. on the parents response to costumeplay, 87% of the respondents answered 'Ethey understand', 13% said 'they cannot understand and dissent'. The respondents said costume play didn't affect their school records with 25% respondents who said they got better grades.

• 한국의류학회지
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• 제40권6호
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• pp.1085-1099
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• 2016

This article is designed to establish fundamental design criterion for theme park cast costumes in accordance with play type and space. There is an understanding that theme parks act as a play space that is designed to meet diverse playing desires. To analyze cast costumes, the theme park - 'Everland' in South Korea as an example, area was divided into attraction space and non-attraction space. Attraction space is mainly for full-scale play content areas and the non-attraction space is to enforce the attraction space experience. Roger Caillois's play theory states that there are 4 play types; Illinx, Mimicry, $Ag{\hat{o}}n$, and Alea. All 4 play types were shown through attraction and Mimicry at non-attraction. Each cast costume was analyzed in terms of apparel design elements - silhouette, textile, color, detail, and props - related to play type facility and cast role. Criteria for theme park cast costume designs were suggested based on the results. Illinx cast members who fulfill a safety-checking role wear high chroma warm color costumes with the accent on details in bodice cutting lines, collar edges, pockets, buttons and decorative ornaments. A complementary contrast is also used. The guidance cast in Illinx may wear a suit in bright/vivid color. Mimicry guidance cast costumes show meticulous perfection in imitation with the figure in its space. From head to toe, color, textile, and silhouette - every detail and even props should match the character. $Ag{\hat{o}}n$ cast costumes are strictly limited in detail and decorative ornament usage as well as in color, since they are in charge of the management and operation of a competition. Alea cast's role is a self-demonstrator. Alea cast members should be a real tarot card reader. However, a manual should control their costumes. A total of 10 cast roles at a non-attraction space should be designed to show job patterns clearly in accordance with the whole theme at the park.

• 복식
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• 제50권
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• pp.69-84
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• 2000

Th purpose of this study is three folds: to analyze postmodern fashion through the notion of pastiche to enhance an understanding of uncertain and confused situation in the late 1990s and to suggest a way of approach to creativity and originality in recent fashion design. The results can be summarized as follows: 1. Pastiche is an art work that borrows some parts of other artists authentic works and recombines them thus imitating their style technique or motifs selfconciously. 2. Pastiche is based onthe Deconstruction theory: the end of art as a result of deconstruction of the subject the collapse of the meaning the loss of history: the late Capitalism in which reality becomes chage into images or simulacre. 3. Pastiche represented by the death of author which means the exhaustion of creativity is shown in the fashion borrowing subculture styles and art works or religious images. Pastiche fashion which is equal to the play of signifiers floated as image is shown as graffiti and objects Time and space pastiche fashion can be explained by historical eclectism and ethnic looks, Finally pastiche means not the fixed aspect but the open concept of indeterminate condition which includes " anything goes" through the coesistence of various style in pastiche fashion.

• 복식문화연구
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• 제16권6호
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• pp.1142-1155
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• 2008

The purpose of this study is to analyze the effects of playful aspects through the research into characteristics and playful expressional tendency that are expressed in the contemporary fashion illustration. This study covered from 1995, the beginning point of play trend spreading, to 2006 and the fashion magazines, illustrator's collections, and about 1800 pieces of work which have been revealed on the internet web site were collected. At the next stage, 443 pieces of work were selected by researcher for a questionnaire. As a result of the questionnaire, ultimately frequency was more than n=5, so it examined playful expression characteristics, the methods and the effects of the modern fashion illustration based on 335 pieces of work(75.6% of total sample) which were selected by the majority of expert group. It showed the biggest part of playful expression tendency in the modern fashion illustration was 'simplification', and second one was 'exaggeration'. 'Immature expression' and 'fantastic expression' which are included in kidult expression were next. Hopefully, this study would be helpful for creative expression of the fashion illustration which is fit for spreading play trend in modern society.

• 패션비즈니스
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• 제7권1호
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• pp.84-100
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• 2003

The purpose of this study is to analyze the meanings of signs represented in contemporary fashion based on the Peirce's trisection theory in order to present various types of sign representation that satisfies aesthetic value and characteristics of the age of information and image. Types of signs represented in contemporary fashion can be summarized into letters, numbers, codes, pictures, logos, characters and emblems. The meanings of signs were analyzed based on the Peirce's trisection theory, resulting in representation of play, brandsymbol, eroticism and suggestion. The play was categorized into infantile and parodic. The former inspires unexpected interest and laughter from contemporary people in the age of disorder through humorous characters, cartoons and illustrations. The latter inspires laughter by parodying things and it's intention is to release the isolation of people and their relative poverty through pictures for which techniques of parody and surrealism were used. Most of the brandsymbols represented by logos, used for textile and clothing design as well as accessories are optimal signs that construct brand images. Eroticism means emotion, impulses, senses of value and sexual attraction. A desire to represent sexual attraction is an expression of eroticism and self-expression to adjust in a changing society. Suggestion tends to pursue the image of harmony with nature in a world which is pressed by material civilization. Humans represent illuminating messages through direct slogans by characters, natural objects and motives of social phenomenon in pursuit of the benefits of abundant material civilization in the structure of a highly advanced scientific civilization and industrial society.

• 한국의류산업학회지
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• 제25권4호
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• pp.449-459
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• 2023

This study focuses on online communities and the ritual conversations of users when participating in sharing activities. The study aims to understand the social and psychological phenomena that occur between users within the context of Erving Goffman's impression management theory. Case studies and a content analysis were conducted by collecting posts and comments related to fashion products in the sharing activities category on Naver Cafe "Family Sale." On the one hand, the study identified various disposition motives among givers, including a desire for recognition, self-expression, activation of the community, emotional sympathy, goodwill, play, and simple disposition. On the other hand, receivers' purchase motives included the need for a product, reciprocation based on a sense of belonging, play, gift-giving, and simple response. Analyzing the posts of givers and the comments of receivers of fashion products using impression management strategies and dramaturgical analysis, the study interpreted users' impression management and revealed propensities in fashion consumption: fashionability, conspicuousness, value orientation, and economic feasibility. Through ritual conversations, users managed to attain emotional stability on an individual level, while they reinforced collective bonds on a social level. They fulfilled their roles with their own narratives to achieve personal and collective goals in a non-face-to-face situations and non-monetary transactions. This study is significant in that it examines normative communication in an online community and user relationships to understand a recent phenomenon in the fashion industry.

• 복식문화연구
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• 제14권2호
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• pp.334-351
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• 2006

The purpose of study is to examine fashion bags reflected women's changing lifestyle, their needs and vogue in modern environment since 20th century. Today fashion bags can be divided into practical bag, evening bag, luxury bag and utility bag. Practical bag is a type of tote which is perfect for working mom or women carrying lots of things on a daily basis. Evening bag is a symbol of femininity in respect for its handmade artistry and impracticality by its small size. Luxury bag embodies human desire for high quality and being part of prestige of luxury brand regardless of its cost. Utilitarian bag was coming from military or sports gear and are popular among young generation armed with mobile computing or crazy about popular music and all kinds of sports. In contemporary fashion culture, fashion bags play an important roles on balancing women's social and domestic life as functional and decorative accessory.

• 한국의류산업학회지
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• 제18권3호
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• pp.261-271
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• 2016

The aim of this study was to gain an understanding of the element playfulness in fashion photographs related to openness and multiple significance in contemporary art. A total of 105 fashion photographs from US and UK Vogue magazine editorials and advertisements for the last five years were selected for the study. The photographs were analyzed in two main categories - the contextual element of themes, and the elements of visual expression; composition, models, objects and editing technology. The element of playfulness in the photographs were found to be divided into themes of infantile fantasy, social satire and situational dissonance, and elements of visual expression were found to express image distortion, expansion, exaggeration, reduction, and optical illusions. A photography type termed as infantile fantasy and social satire have descriptive characteristics and usually deliver the message by using models and objects to present a certain situation or express social satirical viewpoint and reflective attitude by using objects and photographic skills. A photography type termed as situational dissonance is characterized by immediately understood expressions and usually clarify the message by using a photographic technology such as editing the printed image or expect the model to express an exaggerated poses and ridiculous expressions, causing an optical illusion. Visually expressed and composed scene using composition, models, objects and editing technology is a specific character of photograph and due to the advances in computer editing technology it has been able to express the various playfulness.

• 한국의류산업학회지
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• 제6권2호
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• pp.153-162
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• 2004

Influenced by Constructivism Art, Constructivism theatre projected the future with the help of participating artists and the development of new technologies. Therefore, this thesis studied the stage costumes in the plays of Meyerhold who represented Constructivism Play and showed its characteristics. The stage costumes in Meyerhold's plays followed the rules of Constructivism Play and showed several unique characteristics, such as the Bio-mechanic as a characteristic in his plays, functionality that facilitated the movement based on Taylorism, simple shapes, and easy cutting. Constructive artists saw the stage of constructive plays as a laboratory where they can display their designs, directly portraying future life forms through stage costumes and props. Stage costumes were no more a supporting tool that had described the play. Following the new concept of stage costumes, working costumes and stage costumes came to be regarded as the same. In turn, this led to new models and special costumes such as sportswear or specialized garments. Constructivism artists foresaw the future through the plays, with their fundamental basis for stage costumes shown in the later works of ordinary costumes.