여성 잡지 의류광고 구성요소의 표현 형식과 소구유형 고찰(I)
The Type of Appeal and Constituent Unit's Expression of Apparel Advertising Appeared in Women's Magazines (I)
The present study was conducted to analyze the type of appeal and constituent unit's expression of apparel advertising appeared in women's magazine through content analysis. The research questions raised for this study were: (1) Are there any differences in the type of appeal between outwear and uderwear, men's and women's outwear, and formal wear and casual wear advertising ? (2) Are there any differences in the type of appeal and constituent unit's expression of apparel advertising between the late of 1980's and the begining of 1990's ? "Women Sense", founded on August 1988, was used as research materials for the study. And the period of analysis was from September 1988 to March 1993. In order to reduce biases of monthly issues in magazine, the apparel advertisements for analysis were selected from March, June, September and December issues. A total of 348 apparel advertisements were analyzed. The data gethered were analyzed using the frequency table, percentage and chi-square test. The results were as follows: 1. The emotional appeal was used more often for apparel advertisements. 2. There was no difference in types of appeal between men's and women's outwear. Both of them frequently used emotional appeal type 3. Rational appeal and sex appeal type were used more frequently in underwear advertising than in outwear advertisements. 4. It was emotional appeal type that usually used in both formal and casual wear advertising, and sex appeal was employed more often in casual wear advertising than in formal wear advertising. 5. Romantic appeal was employed more aften in the late of 1980's than in the begining of 1990's. Sex appeal and rational appeal were used more often in the beginning of 1990's than in the late of 1980's. 6. Emotional (28.7%) and Assertion Propose Headlines (21.6%) were popular in the late of 1980's. 7. Brand Name Headline was shown most often in the begining of 1990's. 8. Emotional, Factual and Mixed Copies were generally used at all types of bodycopy. while there was no difference in types of bodycopy between the periods. 9. Direct Approach, that a model introduced advertising goods to consumer, was mainly used in illustration. There was no difference in different types of illustration between the periods.
저자의 다른 논문
- 1989 "미국 의류직물산업의 경쟁력 강화정책 고찰" 대한가정학회지 = Journal of the Korean Home Economics Association 27 (2): 21~30
- 1992 "남아프리카 전통 복식문화 고찰 I" 服飾 = Journal of the Korean Society of Costume 18 (): 97~110
- 1995 "마오리族 傳統 服飾과 文身 考察" The Research Journal of the Costume Culture = 복식문화연구 3 (2): 241~260
- 1998 "소구 유형별 Jean 의류광고에 대한 소비자 태도-성적.비성적 소구유형을 중심으로" 服飾 = Journal of the Korean Society of Costume 37 (): 191~209
- 1998 "한국.중국.일본 여성의 색조대장문화" 服飾 = Journal of the Korean Society of Costume 39 (): 217~237
- 1998 "소구유형별 내의류 광고에 대한 소비자 태도-성적.비성적 소구유형을 중심으로-" 服飾 = Journal of the Korean Society of Costume 39 (): 283~299
- 1998 "한국 전통 의생활문화에 나타난 속신 고찰(I)" The Research Journal of the Costume Culture = 복식문화연구 6 (2): 77~91
- 1999 "여고생의 자아개념에 따른 의복구매행동 특성" 服飾 = Journal of the Korean Society of Costume 43 (): 169~186
- 1999 "주부의 의생활양식에 따른 유아복 점포행동" 服飾 = Journal of the Korean Society of Costume 48 (): 183~196
- 1999 "진의류의 상표충성도에 따른 점포선택행동과 정보원사용의 차이" 服飾 = Journal of the Korean Society of Costume 49 (): 125~136
- NDSL :
- 한국학술정보 : 저널
유료 다운로드의 경우 해당 사이트의 정책에 따라 신규 회원가입, 로그인, 유료 구매 등이 필요할 수 있습니다. 해당 사이트에서 발생하는 귀하의 모든 정보활동은 NDSL의 서비스 정책과 무관합니다.
원문복사신청을 하시면, 일부 해외 인쇄학술지의 경우 외국학술지지원센터(FRIC)에서
무료 원문복사 서비스를 제공합니다.
NDSL에서는 해당 원문을 복사서비스하고 있습니다. 위의 원문복사신청 또는 장바구니 담기를 통하여 원문복사서비스 이용이 가능합니다.
- 이 논문과 함께 출판된 논문 + 더보기