• 한국의류학회지
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• 제30권2호
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• pp.326-337
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• 2006

Self-immersed narcissism image that had been limited only a feminine image has being represented as a new masculinity image through various fashion magazine and TV advertisements. Besides, this makes a contribution of enlargement of concern about the beauty and fashion of the male. In the past, fashion has been created through the fetishism about the female body. But, new male image has been changed during only 30-40 years compared with the traditional various social, cultural, sexual body images had been changed for a long time. On the contrary, changed modem male image removes the interval of difference between the male and the female image. Now, representative techniques of the masculinity perform both accommodation and disobedience against social and cultural rules. Social body, which has been understood that appearance represents almost all things, makes the good use of the space of discipline and reformation. This paper is tended to grasp the characteristics of male body image expressed modem male fashion and TV advertisements based on the examination about the changed male body image.

• 한국콘텐츠학회논문지
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• 제9권12호
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• pp.630-636
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• 2009

본 연구에서는 2008년 10~12월 발간된 월간 패션잡지를 대상으로 광고의 내용분석을 시도하였다. 7가지 유형의 패션잡지를 선정하여 총 368개의 광고물을 수집하였으며, Resnik and Stern의 정보 분류체계를 적용하여 광고정보의 양, 평균 정보량, 잡지유형별, 광고 사이즈별 정보성의 차이를 분석했다. 분석결과, 정보적으로 평가되는 광고가 차지하는 비중은 36.1%로 매우 낮게 나타났다. 그 중, 구입처를 제외한 나머지 13가지 정보단서는 5% 미만으로 나타나 선행연구들과 대조되는 차이를 보였다. 잡지유형별로는 Woman Sense에 게재된 광고물이 가장 많은 정보를 포함하고 있었으며, 광고 사이즈에 따른 정보성 차이를 분석한 결과에서는 잡지 광고물의 대형화등의 특징들을 발견할 수 있었다.

• 한국생활과학회지
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• 제19권3호
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• pp.537-553
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• 2010

Culture represents forms of life appeared in various dimensions. Advertisements which represent these forms of life show the most important social and cultural phenomenon. The necessity of research on the cultural characteristics of society has been raised because the effectiveness of advertisement could have been varied depending on the cultural value. Moreover, within a society, values reflected by advertisements tend to vary in different eras. Thus, this study aims to clarify the differences between cultural values from different eras through an analysis of cultural characteristics and symptoms with consideration of the time flow. This study also examines the meanings of cultural characteristics highlighted by the study. For the investigation, two Korean women's magazines were selected, from 1955 to 2008. Data were analyzed using chi-squared test which was conducted with Crosstab using the PASW statistics 17.0 Program. The results were as follows: there were changing aspects from traditional values to modern values by years. Additionally, each period was described using several keywords. The keywords were divided by decade: in the '50s keywords were 'lifestyle change', 'material value increase' and the 'challenge to traditional values', in the '60s keywords were 'American culture acceptance', 'material success', in the '70s keywords were 'the rise of nonmaterial value', 'rationalism' and 'egalitarianism', in the '80s 'individualism', 'Life style and culture group differentiation', 'conspicuous consumption', in the '90s 'globalization', 'emphasis on personality sensitivity', 'health-oriented', 'improve the quality of life', while in the '00s keywords were 'spread of digital life', 'rational consumption patterns', 'the 3rd distribution'. Through the research, important changes in the cultural characteristics of Korea were observed. Furthermore, we may be able to think of the most effective way of advertising by identification of the cultural characteristics of the society.

• 복식
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• 제50권3호
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• 한국콘텐츠학회논문지
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• 제13권7호
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• pp.80-90
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• 2013

빠르게 성장하는 니치 시장으로 게이 소비자들의 인기도는 계속 높아짐에도 불구하고 소비자의 성별, 인종, 성적 이미지에 대한 광고 콘텐츠를 분석한 연구들과 비교할 때, 게이 소비자에 대한 학문적 관심은 거의 전무한 실정이다. 본 연구에서는 잡지 광고들을 비교함으로써 서로 다른 세 가지 남성 표적들(메트로섹슈얼, 호모섹슈얼, 레트로섹슈얼)을 겨냥한 광고들을 분석하고자 한다. 그를 위하여 GQ, Out, Maxim이라는 대표적인 남성 잡지들을 선정하여 제품별(제품군, 가격, 명품)과 모델 효과(기본정보, 섹슈얼리티, 사회적 위치, 남성성)에 따라 광고 콘텐츠들을 분석하였다. 연구 결과, GQ와 Out은 Maxim보다 더 고가의 명품 브랜드들의 광고들을 게재하였으며 남성을 더 성적으로 묘사하는 것으로 나타났다.

• 한국의류산업학회지
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• 제10권5호
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• pp.601-606
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• 2008

The purpose of this study was to reveal relations between fashions and economic by analyzing the fashion style expressed in women magazine advertisements. The method of this study was used content analysis with 1933 samples in women magazine ('Women Sense', 'Yeosung Dong-A', and 'Jubu Saeng-hwal') which were issued in March, June, September, and December from 1994 to 2002. The data analyses were divided six elements: silhouette, color, pattern, length of skirt & slacks, adjustment, and breadth of collar lapel. The results of this study were as follows; 1. The silhouette of the period before and after economic crisis was expressed in square silhouette. 2. The color of the period before economic crisis was expressed in white and black. The period after economic crisis was expressed in white, warm colors, secondary colors with black. 3. The pattern was expressed in plain pattern. 4. The length of skirt & slacks was expressed in various lengths. 5. The Adjustment was expressed in single button. 6. The breadth of collar lapel of the period before economic crisis was expressed in large breadth. The period after economic crisis was expressed in small breadth.

• 한국의류학회지
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• 제28권1호
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• pp.66-75
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• 2004

The purposes of this study was to identify the evaluative dimensions of advertising and to examine the effect of evaluative dimensions of advertising on advertising effects(attitude to advertising/buying intention). The subjects used for the study were 202 female university students. Through the pretest, 15 casual wear brand's advertisements were selected and presented as stimuli. The questionnaire was employed and descriptive statistics, factor analysis, t-test, paired t-test and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 evaluative dimensions of advertising were identified; model, message, product, brand and image. The dimension of advertising evaluated most positively was image. Second, the dimensions of advertising that significantly affected the attitude to advertising were model, message and image, whereas the dimensions that affected buying intention were product and brand. The influence of the evaluative dimensions of advertising on the attitude to advertising were different according to advertising involvement.

• 한국의류학회지
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• 제30권12호
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• pp.1672-1682
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• 2006

한 시대의 이상적인 미에 대한 관점은 미디어의 영향을 받는다. 본 연구의 목적은 현대 사회의 남성성과 여성성에 대한 이상적인 신체 이미지를 확인하는 것으로, 연구방법으로 2002년 발간된 US Vogue와 US GQ 잡지광고의 모델들에서 보이는 신체적 특징 (신체 타입, 연령)과 패션스타일(헤어, 메이크업, 악세서리, 의복 스타일)을 분석하였다. 그 결과 전통적인 남성성과 여성성에 대한 예전의 신체 및 의복규범이 남아있긴 하지만 새로운 트렌드로 남녀의 이상적 신체 유형 및 패션스타일 특징을 거부한 성의 혼재 현상과 자연스러운 외모를 추구하는 자연성 이 대두되고 있음을 확인하였다. 모델의 특성은 패션과 뷰티 관련 상품을 판매하기 위한 광고마케팅 전략을 수립하는 데 밀접한 관계를 갖고 있으며 본 논문은 이러한 전략을 수립하는 데 기여할 것이다.

• 한국의류산업학회지
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• 제16권3호
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• pp.366-377
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• 2014

This paper is a comparative research study between Korean and American women's garments from the 1910s to 1930s. It focuses on the articles and advertisements of Korean women's magazines and American women's magazines. The Korean women's magazines investigated are 신여자[Siyeoja], 신가정[Singajung], 부인[Buin], 신여성[Sinyeosung], and 여성[Yeosung]. The American woman's magazine investigated is Ladies' Home Journal. This paper explores the differences and similarities between the garments that appear in these magazines. There is little evidence about women's clothing in Korean women's magazines while the American women's magazine includes a lot of information about women's dress and life. Korean women usually wore Korean traditional costumes with traditional terms like Chima and Jeogori but they wore western shoes, stockings, shawls, umbrellas, and some clothing with western materials such as lace, velvet, and rayon with borrowed words. These western accessories and some clothing materials like lace and rayon were the same fashion in America. So, Korean women wore traditional and western clothing together while American women wore clothing influenced by Paris fashion. American women wore various pieces of clothing like suits, frocks, coats and sportswear with undergarments. There were also lots of advertisements about women's under garments and sportswear which was different from Korean women's clothing during the period.

• 디자인학연구
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• 제21권
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• pp.109-121
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• 1997

The poster in America was considered merely a means of advertising until the late 1880s, and was not thought to have any intrinsic value. During the 1890s, the poster in America came into its own as a medium of artistic expression, and it was recognized anew as an medium of advertising. The production and circulation of posters became active, and it won the popularity of poster collectors. But the American poster renaissance flourished for a few brief years in the 1890s. In this thesis, I paid attention that the art poster in America was mainly a product of the publishing trade, and that it's rise and fall was connected with the circumstances of the publishing business. In chapterII, I discussed the growth of publishing business and the phenomenon of poster craze, and tried to figure out the characteristic of American poster design in 1890s. The American poster boom was formally initiated in Spring 1893, when Edward Penfield published the first of his monthly designs advertising Harper's Magazine. Penfield created a native American tradition of realism in the series of Harper's posters, his figures are realistic though anonymous, and are drawn without distortion or grotesquery, and details are reduced to essentials but not eliminated. In chapterIII, I discussed the change in book cover design in the 1890s. The rapid evolution of book and magazine covers was largely a reaction to the poster craze. Most magazines were issued with the same standard covers month after month at that time. In 1894, when William Bradley was asked to design a standard cover for the Inland Printer, he convinced the publishers to change the cover with every issue instead of designing one permanent cover. With the poster craze at its height, posters became big business, but still they were not very successful as advertisements. Because collectors of the 1890s were more interested in acquiring posters than in buying books. Significantly, this was also the moment when poster like designs began to appear on the covers of books and mass magazines. Publishers took notice of an idea. If the eye-catching design was on the cover itself rather than on a separate poster, the customer who wished to acquire the design would be obliged to buy the magazine. So there was no distinction stylistically between the posters of the 1890s and the magazine covers of the early 1900s. At the same time, the artistic poster was beginning to decline. While the most typical advertisements of the 1890s were the book and magazine posters of Bradley and Penfield, after 1900 advertisements for manufacturers' products played an increasingly prominent role. They would never again assume the leading role that they had played in the 1890s.