• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.15-28
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• 2010

The purpose of this study was to investigate how gender role attitudes affect clothing involvement and clothing consumption behaviors in young female generation by changing the traditional sex role stereotype. For the research, the survey was conducted for a month from June 15 to July 15, 2009. Data was collected a total of 368 questionnaires from 20's female university students and analyzed 301 questionnaires with SPSS 12.0. The results were as follows. First, the results of factor analysis on gender role attitudes confirmed the multifactorial theory of gender schema: modern masculinity, conservative gender roles, modern feminity based on emotion, gender role openness, and traditional feminity. Second, gender role attitude of female university students was a little conservative but flexible to accommodate masculinity and active in the emotion expression. Third, gender role attitudes had important effects on clothing involvement which was identified into 4 different factors; fashion involvement, clothing interest, performance risk, and social psychological risk. Fourth, gender role attitudes were related with clothing consumption behaviors as like shopping orientation, on-going information search behavior and brand loyalty because of needs for innovation, exhibition and differentiation. Therefore, it was concluded that not only 'androgynous' from modern feminity based on emotion but also 'masculinity' was applied to important fashion marketing strategic tools by statically affecting female consumer's clothing involvement and clothing behaviors.

• Human Ecology Research
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• v.54 no.4
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• pp.415-426
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• 2016

We researched the modern meanings of traditional dining table courtesy education and its correlation with the main values of contemporary personality education based on dining table courtesy education stated in the social norms texts of the Joseon dynasty. Among the social norms of the Joseon dynasty, we chose Sohak, Naehun, Dongmongsuji, Seonghakjibyo, Gyeongmongyogyeol, Jeungbosallimgyeongje, Sasojeol, and Koamgahoon for research. As a result of our research on these documents and books, the modern meanings of the courtesy education at the dining table can be summarized as follow. First, the courtesy education has table manners appropriate for the development level of early children. Second, it teaches right-handed dining manners that match the features of Korean food culture. Third, it has the self-discipline and the values of community life, sharing, solicitude, and communication. Fourth, parents and grandparents are involved in the education. Fifth, it has the core values of modern personality education: manners, filial piety, respect, solicitude, communication, cooperation, and responsibility. Future courtesy education at the dining table should include practical education programs that can consolidate the bond of sympathy between the home, school, and society, and can improve its practice; in addition, to expand the opportunities for education, proactive social support is demanded.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.2
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• pp.173-184
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• 2000

The purposes of this study is for consideration of the flapper image through the culture and novels in Jazz Age(1919∼1929) of America. The back ground of flapper fashion was Jazz. Jazz was one of the cultural languages which expressed liveness, noise, salacity, harmony of primitivity, modernity, innocence and freedom. In processing American had gotten economic power, the Jazz Age had new mood which was combined materialism and realitism. Environmental changes of life styles and development of mass culture of modern big cities could aid the birth of modern girls, flappers. They became the main group of new consumer and mass culture in new consciousness and freedom with independence. Their characteristics are confirmed from Fitzgerald's novels, This Side of Paradise and The Great Gatsby. As the results of above, the consciousness of flapper were rebellious attitude, liberalism and actualism. The designs of flapper fashion were expressed by simplicity, functionality, nudity and rhythm. The flapper images are as follows: First, they expressed modern image as a rebellious attitude. Second, flapper had a sensual image of freedom through rhythmical and speedy expression. Third, premature image for pursuing youth could be found. Therefore the changes of culture and women's life styles are very important points for fashion studies and the connecting fashion and other fields like novels is needed also for it.

• The Research Journal of the Costume Culture
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• v.31 no.6
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• pp.806-823
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• 2023

The aim of this study was to analyze the design characteristics of Chinese fashion designer Feng Chen Wang and interpret their implicit meaning from a neo-deconstruction perspective. A review of domestic and foreign literature, outlined the develop- ment of deconstruction and neo-deconstruction, with neo-deconstruction's aesthetic features termed 'traditional fusion', 'positive playfulness', 'open communication', and 'multiple inclusiveness'. These features informed an analysis of Feng Chen Wang's fashion design. Four key findings emerged. First, 'traditional fusion' combines traditional Chinese colors, items, handicrafts, and patterns with modern design to break down boundaries between past and modern, tradition and fashion. Second, 'positive playfulness' promotes creativity and fun, using bright colors, exaggerated accessories, and playing withthe composition of traditional clothes to create a positive atmosphere. Third, 'open communication' emphasizes design that combines practicality and creati- vity in response to consumer needs, incorporating the thoughts arising from individual experiences and interest in social phenomena. Fourth, 'multiple inclusiveness' breaks down boundaries of sexuality, hierarchy, and body shape, embracing various ideas of beauty and respecting uniqueness through design that are seen as available to all. Using a neo-deconstruction perspective, Feng Chen Wang provides novel product planning ideas for Chinese fashion brands and reflects the values and meaning of modern design pursued by contemporary Chinese designers.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.4
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• pp.133-145
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• 2023

Competition is intensifying as the golfwear market grows and expands rapidly due to the influx of MZ generation golfers, so it is necessary to plan knit golfwear products suitable to consumer needs The purpose of this study is to contribute to product planning by analyzing knit design factors according to the brand image of golfwear. First, the top five sales brands surveyed by Apparel News were selected. The selected brands were G-Fore, PXG, Malbon Golf, Titleist, and Mark & Lona. Knit products sold by the selected golfwear brands were investigated based on design factors, such as image, item, stich, yarn, color, and pattern to analyze knit design factors according to brand image. G-Fore's modern classical image was influenced by pullovers, vest items, 100% wool, color contrast, intasha stich, and monotone colors. PXG's sporty modern image was due to a mixture of rayon and polyester in jumper items, while Malbon Golf's American casual image applied character patterns and intasha knitwear. Line points, plain knitwear, and monotone colors were analyzed as design factors for Titleist's modern minimal image, while Mark & Lona's classic casual was analyzed as knit design factors, such as check patterns and jacquard knitwear. Differences in knit design factors according to brand image can be identified.

• The Research Journal of the Costume Culture
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• v.24 no.6
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• pp.788-802
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• 2016

Sportswear transforms itself into a new fashion item to satisfy desires for beauty in addition to having functionality and movability for sports activities. Sportswear is not in fashion just temporarily but comes in various forms along with sociocultural phenomenon that put emphasis on well-being and leisure. This research aims to study the needs of the bikers who ride bicycles or cycles has become a popular outdoor activity, and give suggestions for high functional sports design that can satisfy the needs of the highly demanding taste of athletes. To understand the design development direction and design preference, practical consumer needs were derived through a survey analysis on bike wear purchasing satisfaction and actual wearing state by bike riders. For consumer needs analysis, focus group interview, in-depth interview and questionnaire method were used. Based on analysis of those researches, athleisure bike wears appropriate for urban sports activities were categorized into sports, life, fitness and leisure 4 styles for athleisure bike wear design development. It is believed that this study will contribute to in the category expansion of sports wear market and satisfy the consumer demands for functional and specialized casual bike wears as well as fashion factors optimized to life style of modern people.

• Journal of the Korea Convergence Society
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• v.7 no.6
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• pp.177-184
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• 2016

The age of digital content mainstream consumers in the era of smart technology is expanding compared to the past. Consumers are taking a leading role in the production and distribution of contents in various forms. At the center of this is a post-modern social structure and space that break down the boundaries among Personal Digital Device, contents, production and consumption as a medium. Content rejects the existence of the same thing in the world. The tendency of the main consumer segment and the provision of post modern storytelling that penetrates it creates a huge industry group with various forms of contents. In order to carry out this study, with analyzing examples of movies, games, and advertisements, we found the fact that the center of content creation for individuals made their unique style, excluding generality. As a result of this research, the relationship between the user-driven digital contents and post modern storytelling have been revised the awareness about the possibility of various convergence in the field of contents production.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.4
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• pp.600-614
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• 2016

This study specifies the definition and characteristics of fake fashion by categorizing cases through an analytical framework that uses the concept of simulacre, which is one of the theories that explains the reproduction of images and symbols in a modern consumer society. The presentation stages of modern fake fashion based on Baudrillard's concept of simulacre are as follows: Stage 1 focuses on the realistic imitation of the original, Stage 2 maintains a similarity with the original while transforming through the distortion of shape or visual perception, Stage 3 is the reality of the original which has become significantly vague and actively involves the designer's creativity, and Stage 4 forms a new value and an independent aura beyond reproducing the original. The presentation techniques of modern fake fashion viewed in the concept of simulacre can be classified into optical illusions by reproduction, use of a fake object, use of unusual shapes, and re-signifying through borrowing. As a result of applying the collected cases to the analytical framework, image reproduction in Stage 1 with imitative nature is a counterfeit that cannot be regarded as fake fashion, and fake fashion in Stage 4 (that can be referred to as simulacre) is fashion with symbolic and multiple meanings with new and creative designs. Modern fake fashion analyzed in the concept of simulacre transforms or reproduces the preexisting original with the purpose of merely creating original designs as well as acts as a new symbolic signal that creates a new aura and sets a trend with a message.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.29-39
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• 2011

The purpose of this study provides a high consumer-oriented wedding dress on the consumer and offering the consumer-oriented product and provide a basis data to develop a wedding shops so it can stable and manage of effective marketing. Wedding shop for a survey of consumer preference, and based on this wedding dress designed and made. The results are summarized as follows. First, when wearing wedding dresses and "graceful and feminine" image that seek to pursue an image that showed the highest response, "simple and stylish", "cute and vivid" image was in order. In the survey of wedding dress preference, lace is preferred, in tone of color white is preferred by and large. In silhouette, A-line is preferred most, in neckline, exposure of the shoulder, in sleeve length, sleeveless, in decoration, beads. Second, on the basis of these results, depending on the image to pursue the design, wedding was made of 3 creations. The work I is a target of the early 20s, the concept "simple and stylish", and A-line is adopted in silhouette focusing on modern simplicity, soft satin material used of high class. The work II is a target of the late 20s, the concept "cut and vivid", and fit-and-flare made of many folded tulle mesh material. The work ill is a target of the 30s overall, the concept "graceful and feminine", and high-waist- empire-line is adopted in silhouette, splendid lace material used, is of the gorgeous and mature beauty.

• Korean journal of communication and information
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• v.32
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• pp.247-293
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• 2006

It is an aim of this study to analyze a relation between modern medicine advertisements and body. Recently the academic world has discussed how comes it that the modernity had been formed. This trend is remarkable in the field of the history of everyday life. Because everyday life is connected with people's vivid experience. Especially in modern advertising it is in existence such as popular culture, consumer culture, sexuality, family, food, clothing and housing, disease. Since modern times the body has been reorganized into a new shape. Namely the premodern body that had been regulated by a status system is changed into modern body that have to form itself after the customs and values. We analyzed medicine advertisements in the early modern times and hoped to explain how modern people had understood their body. We applied Foucault's theory of discourse as a methodology. As a result of research, we came to the conclusion that there were several rules in the texts of medicine advertisements, which had formed a modern subject of pain. There was a disciplinary power such as a internalization of clinical eyes, self-watch in medicine advertisements. These advertisements contributed to the formation of subject of pain and related to the state power.