• 패션비즈니스
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• 제14권2호
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• pp.14-26
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• 2010

This study aims to investigate how the woman's beauty makeup trend had been changed in 1960s by analyzing the characteristics of woman's make-up in that period. For this study, a lot of documents and papers related to the woman's make-up were collected and reviewed. In particular, to analyze the characteristics of woman's make up trend in 1960s, a lot of women's pictures and makeup-related articles from 143 volumes of woman's magazines such as Yeowon and Jubusaenghwal were collected. Among the 624 pictures, fifty two pictures which were good enough for studying the total face and makeup were used for this study. The period of this study ranges from 1960 through 1969 and the analysis is focused on skin expression, eyebrow, eye shadow, eye line, lipstick, and brusher and through the related articles, the intention and contents of make up. were delivered and found out. The results are as follows. In early 1960s, the woman's make up was characterized by the make up ranging from unnatural and gray skin expression to dense pink skin expression, giving natural and glossy tint onto the skin and in particular putting a bright accent on the eyelid, eye or lip. In the mid-1960s, the make up style expressed skin more naturally, giving more shading on the eyelid, nose and lip, thus having cubic make-up. In the late 1960s, the make up became more refined and harmonized by using colors according to the TPO (time, place and objective) and skin color. The study results show that the women in 1960s pursued the "cute and young looking image" and used the make up to express their images young and cute. In the mid 1960s, the minimalism which pursued the pure and simple make up appeared in US. That trend affected the make up style of Korean women and hence Korean women showed more natural make up style in the mid and late 1960s.

• 대한가정학회지
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• 제44권1호
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• pp.159-168
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• 2006

The purpose of this study was to analyse the types of expression of fashion magazine advertising using the Foote, Cone and Belding(FCB) GRID model. Consequently, this study examined the presentation of fashion magazine advertising. The fashion magazine advertising(771 cases in women's magazines, 120 cases in men's magazines) was classified according to the FCB GRID model. The fashion magazine advertising was categorized into high involvement-feeling goods(jewelry, accessories, bags, shoes, perfumes, men and women dresses, jeans, bathing suits etc.), low involvement-feeling goods(casual wears, imitation accessories etc.), high involvement-thinking goods(cosmetics, underwears, sports shoes etc.) and low involvement-thinking goods(hair goods, sports wears, undergarments etc.). A great of the fashion advertising consisted of photography and the emotional approach. Thinking goods placed emphasis on the functional value, whereas high involvement-feeling goods placed emphasis on the emotional value and low involvement-feeling goods on the fashionable value.

• 복식
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• 제37권
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• pp.211-230
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• 1998

Advertisements provide consumers with in-formation and knowledge about products and help a society to sustain homogeneity by actively reflecting important characteristics of mass culture. Yet this reflection is a selective and purposeful representation by the party of the fashion manufactures and carries the intention of stimulating and augmenting desire for commodities aiming to perpetuate capitalism. This study understood this selective reflection of mass culture by advertisements as a feature of hegemonic struggle between/fashion business and consumers and defined the values selected by advertisements as ideologies supporting the consumption ideology of capitalism. The purpose of this study was to examine the contents of the ideologies expressed in the clothing advertisements in women's magazines to persuade consumers into consumption. The method of study was mainly qualitative with subsidiary citations from the results of content analysis. The objects of analysis were clothing advertisements in 1996 issues of CeCi and Woman Sense, which were identified as the two most popular women's monthly magazines. The ideologies identified were ideologies concerning (1) Self Identity, (2) Sensibility, (3) Sex Role, (4) Globalism, (5) Youth, (6) Leas-ure and Pleasure. Repeated and insisted as natural and true, there values were proposed to be believed as common senses and studies re-port that values of advertisements are ac-cepted as more readily as they are more unreasonable, and the acts and behaviors expres-sed within advertisements are often imitated in real life situations. Therefore, it is highly probable that these values emphasized within advertisements are enacted in thoughts and behaviors of consumers' real life. Accordingly the author suggests that critical interpretation of advertisements is seriously required to fully understand the commodity ridden post industrial society of today and to lead a subjective life within it.

• 한국식생활문화학회지
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• 제30권5호
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• pp.576-586
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• 2015

This study compared and analyzed the consumption and amount of red pepper used in Baechu Kimchi (cabbage Kimchi) especially the amounts used in Kimchi recipes with respect to the passage of time from the 1930s to the 2010s. In this analysis, 78 recipes for cabbage Kimchi were taken from books, daily newspapers and magazines from 1930 to 2014 and collected for comparison. The result of the study showed that the consumption and inclusion of dried red pepper powder in cabbage Kimchi increased. The average consumption of red pepper in the 1930s was 5.75 g, and the number went up to 8.83 g in the 1940s, to 13.8 g in the 1950s, and to 20.25 g in the 1960s. The amount dramatically increased from 1970 to 1980 (53.37 g) and kept rising until 2010 (71.26 g). The average consumption of red pepper in cabbage Kimchi in the 2010s is about 12 times that of the 1930s.

• 복식
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• 제53권8호
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• pp.65-80
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• 2003

The purpose of this study was to examine and fully understand the transformation of female's ideal beauty through time based on word analysis. Word selection was made from the very exemplary Women's magazines : Yuhwon, Jubu-Saengwhal, and Yuhsung-Dongah. Further, in order to research the understanding of female's ideal beauty, a random research was done on 445 women, ranging from the ages 20's through 60's. From the result, a frequency analysis was performed to further analyze the meaning of ideal beauty to each sector of the age groups for different time periods : the 1980's and the 1990's. To the 20's, beauty awareness was defined by the word ‘intelligence’, however, the 1980's endorsed confidence with composure and calmness where as the 1990's preferred beauty to be defined by ‘refinement and goal oriented’. The 30's selected ‘individuality’ marked with confidence in character, but there was a shift from ‘mature intelligence’ in the 1980's to ‘professionalism’ in the 1990's. The 40'E chose mediocrity and commonness, however, likewise, a sense of ‘earnestness’ for life and family was looked upon as beautiful. For the 50's, comfort with a reserved tenure was frequently noted and for the 60's, women chose ‘health and independence’ as describing ideal beauty. The results from the research are justifiable because the articles are in a neutral perspective and are from the representative women's magazines. This research proved that the younger the age group, the more exterior beauty was considered, as opposed to the older generation who found inner beauty to be of most importance.

• 한국의류학회지
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• 제30권12호
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• pp.1737-1746
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• 2006

본 연구의 목적은 1945년 이전 여성지 표지화에 나타난 실제자료를 발굴 제시하고 이미지를 분석하여 그 시대가 요구하던 미적 이상형을 밝히고자 하는데 있다 이 시기는 근대성 이 성립되기 시작하는 기원의 공간으로 주목받고 있는 동시에 외세의 시선으로 타자화 되고 왜곡된 전통이라는 의심을 받고 있기도 하다. 미적인 이상형은 의복디자인을 통하여 도달하고자 하는 목표이기도 하기에 의류학 연구자들의 지속적인 관심분야이며 그림으로 표현된 인체는 사진의 사실성 보다 더 뚜렷하게 인물의 특성을 강조하여 표현할 수 있다. 따라서 본 연구는 이러한 특성을 확인할 수 있는 국립도서관 귀중본 서고와 잡지정보도서관의 소장 자료 원본86점을 바탕으로 실증적 연구와 문헌연구를 병행하였다. 연구 결과는 다음과 같다. 1920년대 이전에는 외세에 의해 폭력적으로 추진되는 개방에 대한 반감으로 오히려 전통을 고수하려는 경향이 있었다. 1920년대에는 선전 등 전시회에 의하여 그림이 불특정다수에 의하여 감상되는 근대적 문화현상으로 정착되고 일본의 미감에 의한 영향이 뚜렷하게 나타났다. 1930년대에는 서양 영화가 일반 대중들에게 오락으로 자리하게 되고 서구화된 인물을 이상형으로 생각하며 지성미가 미인의 조건으로 요구되기 시작하였다. 1940년대에는 37년부터 심화된 전쟁과 물자부족으로 모성과 건강한 자연미를 의도적으로 권장하였으며 이에 대한 반발로 의고미(疑古美)가 대두되었다.

• 복식문화연구
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• 제9권3호
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• pp.375-388
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• 2001

This study looks into the appearances and contents of undercloths advertisements by analyzing them appeared in women\`s magazines of Korea, which are , and published between 1965 and 1999 mainly targeting the women at the age of 20s through 40s. This study leads to the following conclusions : 1. Most of advertisements use 1 or 2 pages of the magazines with colored pictures. 2. The most frequently advertised underclothes is brassieres and white and pastel are dominant colors. Also, spandex and cotton are the most frequently appeared fabrics in the advertisement. 3. Professional Korean female models in twenties are the most favored choice for those underclothes advertisements and those models dominantly face their fore part with showing the body parts higher than their knees. Solo model appear in most of the advertisements and independent appearance is dominant. 4. In the visual expression of the advertisements explicitly show the products for visual expression, whereas verbal expressions mostly emphasize the benefits to be obtained from the underclothes advertised. 5. Advertisement appeals are mainly base on readers\` reason rather than sensibility.

• 복식문화연구
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• 제15권3호
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• 패션비즈니스
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• 제26권6호
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• pp.47-63
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• 2022

This study aimed to examine the changes in women's fashion, focusing on the repercussions that bicycles had on women's life and fashion, centered on France in the 19th century, and then it examines the significance of the period to women's cycling clothing and its contribution to fashion. The research is based on literature and visual materials extracted from 19th century French newspapers, magazines, and posters. As a result of this study, the appearance of bicycles in the 19th century contributed to fashion as follows. First, the need for clothing suitable for outdoor activities promoted development of new designs with practical and functional features. Second, the clothing worn by female cyclists contributed to the introduction and propagation of new clothing, and pioneering wearing trousers. Third, the boom of bicycles in the 1890s led to the expansion of ready-to-wear items in department. The significance of the period to women's cycling clothing in the 19th century France is as follows. First, the era challenged customs and attitudes towards women's bicycle clothing and led to modernization. Second, a new and reasonable clothing design was presented that required a compromise to be accepted by the public. Third, although the clothing reform movement was not active in France, bloomer-style bicycle clothing was popular among fashionable women in Paris, revealing only its visual status as the capital of fashion in the 19th century.

• 한국식생활문화학회지
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• 제25권6호
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• pp.639-651
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• 2010

This study investigated women's magazines and women's food consumption stories of the 1950/s. That is, it attempted to comprehend the connection between the public and private aspects of food consumption as discussed in the 1950's. The public aspect of culture was investigated using the women's magazine "Yeo-won" which reflected the social and intellectual hegemony of the time. The private aspects of culture were investigated by reviewing the daily life of women though in-depth interviews. Mass media reflected the social and intellectual hegemony and indicated that a cultivated woman who supported western food was a wise mother and a good wife, and that a woman who consumed flour-based food was a reasonable and modern consumer, ahead of her time The admiration for the U.S. and its advanced civilization through free handouts of flour and powdered milk accelerated the consumption of industrialized flour-based foods such as noodles, hardtack, and steamed bread. This lead to the rigid traditional food-eating habits of boiled rice, and side dishes changed to flour-based and processed foods. That is, food represented a cultural identity.