• 한국엔터테인먼트산업학회논문지
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• 제14권7호
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• pp.1-26
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• 2020

본 연구는 국내 화장품 광고에 나타난 여성 이미지가 국내 페미니즘의 도입 및 변화와 관련하여 어떤 특징을 보이는지를 파악하고자 하였다. 이를 위해 1991년~2019년까지 방영된 <마몽드> 화장품 브랜드의 TV광고 총 86편을 양적, 질적으로 분석하였다. 분석결과 1기(1991~1997년)에는 남성과의 평등을 강조하는 급진주의 페미니즘의 경향이 짙었으나, 2기(1998~2005년)에는 다시 전통적인 여성상이 잔존하는 자유주의 페미니즘으로 회귀하는 모습을 보였다. 그리고 3기(2006~2011년)에는 페미니즘과 포스트 페미니즘이 혼재하는 양상을 보이다가 4기(2012~2019년)에 이르러서는 본격적으로 아름다움에 대한 적극적인 주체가 되는 포스트 페미니즘의 경향을 보였다. 이러한 연구결과는 학술적으로는 페미니즘 관점에서 화장품 단일 브랜드의 여성이미지를 수직적으로 조명한 사례연구라는 점에서, 실무적으로는 여성 제품의 마케팅 커뮤니케이션 전략이나 크리에이티브 전략 수립에 시사점을 제공한다는 점에서 의의를 지닌다.

• 한국의류산업학회지
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• 제14권3호
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• pp.465-471
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• 2012

This thesis collected words, feelings, and psychological images expressed in female faces in their 20s and 60s. The comparative analysis of the characteristics will be based on the effective image of direction and improvement. Through the analyzed station of word of images collected, female faces in 20s of image are positive images such as pretty, cute, and elegant; however, there were also negative images such as gloomy, sharp, and stubborn. Female faces in 60s image are negative image such as scary, gloomy, sharp, and stubborn. To the analyzed station of word's tendency (usually expressed appearance), external-oriented tendency significantly developed in their 20s and 60s. It shows that the importance of appearance is emphasized in women face image in 20s and 60s.

• 패션비즈니스
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• 제24권6호
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• pp.63-79
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• 2020

This study analyze consumers' unconscious visual attention to color and images of internet shopping malls by using eye-tracking method. Twenty-nine participants, including 15 females and 14 males, participated. The average ages of the male and female participants were 27.3 years and 27.7 years, respectively. Ten images of five layouts (multi-composition images, single-model images, gender-composed images, videos, and moving banner images) of internet shopping malls were shown on an eye-tracker computer screen. Quantitative analyses of the eye-tracking responses were conducted. SPSS was used to analyze the descriptive characteristics and to conduct an independent-sample t-test, along with an ANOVA. The data analysis showed that the image area generally had the shortest time to first fixation (TFF), the longest duration of fixation (DOF), the highest number of fixations (NOF), and the highest numbers of revisits(NOR).Notably, visual attention towards female models was high among various images. The results can be used to improve credibility and design online shopping layout with a scientific evidence that helps consumers through their purchase decisions.

• 복식문화연구
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• 제29권5호
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• pp.651-664
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• 2021

The purpose of this study is to first examine the relationship between appearance-enhancing beauty practices and feminism, and secondly, to analyze public images of contemporary women using this paradigm. Through the lens of this relationship, we present a literature review and empirical research focusing on the evolution of public image trends among girl groups, with special attention to the Refund Sisters, a South Korean supergroup currently drawing mainstream attention as female icons. The scope of analysis includes girl groups dating from the 1990's to the year 2020 and photos of the Refund Sisters. Our results indicate that firstly, free sexual expression is evident based on active use of sexuality; images contain bold demonstrations of females desire, expressions previously considered taboo. Secondly, we note deviations from more standardized female images, unique adornment of outward appearance, and rejection of normative female images through freer forms of self-presentation. Lastly, there is greater cultural and racial diversity, rejection of modern race and gender binaries, and increased representation of queer identities. However, the relationship between appearance-enhancing beauty practices and feminism is sometimes considered paradoxical, with some arguing that beautifying one's outward appearance is a compulsory strategy and that it should be rejected in order to resist aesthetic pressure.

• 패션비즈니스
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• 제8권3호
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• 미술이론과 현장
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• 제4호
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• pp.105-121
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• 2006

The term 'modern', in broader sense, refers to the concepts like modernity, modernization, modernism and the like, which came from Westernization impling the recognition of indigenous culture as being inferior to Western culture by comparison along with the expanded influences of the Empire of Japan. These concepts, however, rather than evolving from Western standards, came into being as a form of civilization led by Japan which had already tasted the fruits of modernization by 1920s. Since 1920s, the policy of, so-called, reconstructing Asian countries by Japan came to create eastern way of modernism, as a new East Asian trend mainly revealed in China which was against colonization after Japan's invasion and conquest of Manchuria. Therefore, Eastern' modern' unlike Western one could be understood in the widespread terminology, 'Modern(摩登)' in Shanghai, reflecting consciousness like 'Fashion' or 'Trend' in female images on a variety of visual media. By 1930s it was the most notable that 'modern' was accepted as something similar with 'Fashion', or 'Trend' in sociocultural contexts. These atmosphere had led commercial arts to enable to communicate with the public in a great deal of supports and success in Shanghai which was widely regarded as the citadel for the inflow of Western culture, among which transformations in female images were remarkable as a representative form of culture. It is also remarkable that 'historical modernity' transforming from the feudal age to modern society was considered a synchronic modernity, and nationalism was regarded as a sort of being modern, while involved in the newly-changed female images as a fashion mode. Changes in fashion including hair style in Shanghai by 1930s, as a way of expressions showing what was modern through commercial artistic productions, were easily noticed in visual media as an outlet of modern women's inner desire revealing their pursuit for new mode of life in metropolitan cities. As a characteristic of the time creating a new code of visual female images, it is notable that there existed another form of 'modern' satisfying socio-cultural needs of the general public seeking for being 'modern'.

• 한국융합학회논문지
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• 제12권11호
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• pp.275-284
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• 2021

본 연구는 페미니스트 잡지 표지 사진의 여성 이미지 특성을 분석한다. 페미니스트 잡지 표지 속 여성 이미지의 기초적 분석과 함께 사회기호학 연구의 방법론인 크레스와 리우웬(Kress & Leeuwen)의 시각 문법을 활용하여 여성 이미지를 조직한 기호의 구조와 구동 원리를 탐색한다. 분석 대상은 1960년대부터 2010년대까지 발행된 잡지 중, 200권의 표지로 설정하였다. 분석 결과, 첫째, 페미니스트 잡지 표지의 여성 이미지는 다양한 인종, 연령, 외모, 직업의 여성을 보여주며, 신체의 강조 정도가 낮고 자연스러운 모습으로 연출되었다. 둘째, 재현적(Representational) 메타기능과 상호작용적(Interactive) 메타기능을을 적극적으로 활용하여 자신감과 힘, 용기의 메시지가 주요하게 전달되었다. 셋째, 조직된 기호는 수신자가 이미지를 이해하고 해석하는 데 영향을 끼친다는 것을 확인할 수 있었다. 본 연구가 여성 이미지에 대한 표현 방법을 숙고하게 하고, 입체적이며 다양한 여성의 군상을 표현하는 데 도움이 되길 바란다.

• 한국의류산업학회지
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• 제12권5호
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• pp.626-632
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• 2010

The results of the image evaluations by various shapes of skirts which are typical female's lower garment were as follows; 1. The composition factors of images by the shapes of skirts were classified into five factors. The 1st factor is lovely image factor, the 2nd is attractive image factor, the 3rd is practical image factor, the 4th is slim-looking image factor and the 5th is long-looking image factor. 2. In the 1st factor- lovely image factor, tiered skirt, $360^{\circ}$ flared skirt and $180^{\circ}$ flared skirt were evaluated to express lovely images. In the 2nd factor- attractive image factor, $180^{\circ}$ flared skirt was evaluated to express refine and attractive images. In the 3rd factor- practical image factor, $360^{\circ}$ flared skirt and gathered skirt were evaluated to express easy and practical images. In the 4th factor- slim looking image factor, males evaluated 8gored skirt and females evaluated gathered skirt to express fat images. In the 5th factor- long looking image, $180^{\circ}$ flared skirt was evaluated to express long looking images by both sexes. 3. In the lovely image factor, gathered skirt was evaluated most differently between the sexes. Both in the attractive and practical image factor, tiered skirt was evaluated most differently between the sexes. 4. In the preference of male and female university students according to the shapes of skirts, both the sexes prefered flared skirt. But the low prefered shapes of skirts were differently evaluated between the sexes; the male students' was A-lined skirt and the female's was pleated skirt and wrap skirt.

• 감성과학
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• 제7권4호
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• pp.1-6
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• 2004

본 연구는 동서양 문물 이미지 사진에 대한 여대생의 선호도와 패션잡지에서 의류광고 사진에 등장한 모델의 동서양 국적에 따른 소비자의 긍정적/부정적 인식 정도의 영향을 조사하고자 하였다. 100명의 여학생이 설문에 응답해 주었으며 20개 사진이 자극물로 제시되었다. 자극물은 주택, 실내, 식품, 미인도, 음료수로 하고, 패션 광고사진으로는 남성복 정장, 여성복 정장, 여성복캐주얼, 여성복 속옷, 여성손목시계 등으로 하여 동서양 모델 사진을 각 1점씩 선택하였다. 여대생들은 간식과 미인도에서는 서양이미지보다 동양이미지를 선호하였으나, 패션잡지의 의류광고 사진의 광고에는 모든 경우에서 서양모델이 사용된 경우에 긍정적인 인식정도를 나타냈다. 이러한 사실로서 여대생의 서양이미지에 대한 인식은 긍정적이며 이것은 의류제품 브랜드의 소비자 선호도에 영향을 미칠 것을 추측할 수 있었다.

• 한국의류학회지
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• 제25권7호
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• pp.1227-1238
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• 2001

This study was based on social comparison theory, and the covariance structure model was designed, connecting sociocultural attitude, multifaceted body image, and clothing behaviour under sociocultural influence. The practical purpose of this study is to identify the effect of sociocultural attitude toward physical appearance on the affective aspect of body images, the cognitive/behavioral aspect of body images and clothing benefits sought, and to examine the age difference in the female adolescents. The results of this were as follows: 1) Sociocultural attitude toward physical appearance had a negative effect directly on the affective aspect of body images, and showed the highest value in the group of high school girls 2) Sociocultural attitude toward physical appearance had a positive influence directly on the cognitive/behavioral aspect of body images, and high school girls'model showed the highest values significantly as well 3) High school girls'model showed the highest value significantly in the effect of the affective aspect of body images on the cognitive/behavioral aspect of body images. However, college group's model didn's show significant value 4) Middle school girls'model showed higher value positively than the other groups in the effect of the cognitive/behavioral aspect of body images on clothing benefits sought, and the high school girls' model showed higher value negatively in the effect of the affective aspect of body images on clothing benefits sought.