광고로 만나는 경성의 미인, 모던걸 모던보이 = Modern Girl and Modern Boy, Beauties of Gyeongseong Shown in Advertisement

다국어 초록 (Multilingual Abstract)

Modern girl and modern boys meant a group of beauties who wore modern fashion and contemporary fashion at the height of modernity in Gyeongseong area. They are clearly distinguished from the previous figures by forming a new self that is mediated by the consumer of modern culture and the representation of goods.
The leveling of consumption brought about by the transition from the class system to the capital society is accelerated by the appearance and advertisement of mass media which are printed and distributed to the masses like newspapers. In particular, newspaper advertisement can be said that it implies consumption culture by persuading and producing desire of people. As such, the advertisement in the modern era was not also a new culture but also a media that reflected and created a new awareness, value and ideology in the society by promoting consumption through introduction of new civilization and information.
The narrative and image of modern girl and modern boy of Gyeongseong are suggested and vividly reflected through various visual materials such as newspaper advertisements, illustrations and photographs of the time. The advertisement was the medium that popularized and learned the idealized modern image that modern boy and modern boy pursued in the most familiar way to the public. In this way, modern boy and modern girl were consumers who appeared in the proliferation of consumer culture. In the process, while they were criticized as a symbol of luxury and vanity, they were also accepters of a new culture at the height of the modern era and the beauties of the modern era who attempted to experience modern, modernity, modern culture and modern value directly.

목차 (Table of Contents)

• Ⅰ. 경성인, 소비문화의 첨단을 걷다
• Ⅱ. 경성의 미인, 모던걸 모던보이를 만나다
• Ⅲ. 모던걸 모던보이, 못된걸과 못된보이가 되다
• 참고문헌
• ABSTRACT

참고문헌 (Reference)

1 홍선표, "한국근대미술사" 시공아트 2009

2 한국광고단체연합회, "한국광고 100년" 한국광고단체연합회 1996

3 김지혜, "한국 근대 미인 담론과 이미지" 이화여자대학교대학원 2015

4 신인섭, "한국 근대 광고 걸작선 100: 1876-1945" 커뮤니케이션북스 2007

5 신명직, "모던뽀이, 京城을 거닐다" 현실문화연구 2003

6 김명환, "모던 시크 명랑" 문학동네 2016

7 마정미, "광고로 읽는 한국 사회문화사" 개마고원 2004

8 부산근대역사관, "광고 그리고 일상 1876-1945" 부산근대역사관 2004

9 서지영, "경성의 모던걸" 여이연 2013

10 "每日申報"

11 "東亞日報"

12 "朝鮮日報"

13 "別乾坤"

14 "京城日報"