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The purpose of this study was to investgate the social meaning and consumption values expressed on apparel advertisements in Teenager`s magazines from 1976 to 1996. The results of this study were as follows. 1. As the number of the model in apparel advertisements was more than two people, it was closely related to conformity and peer acceptance of adolescent`s developmental task. Also, There were increasing number of foreign models and attractive and famous signers and talents. 2. The trend of appeals showed changing time and society. Since 1990, post-modern approach has increased, whereas rational and emotional approach were dominated in 1970s and 1980s. 3. The major consumption values in apparel advertisements were social value(e. g. : peer group acceptance), emotional value(freedom, fun). From 1990, there were more variety in consumption values related to adolescent`s apparel advertisements. This results represented the possibility that apprel advertisements in adolescent`s magazines not only mirror but mold change of consumption values and life style in adolescent. Especially to understand and predict the new generation in Korea, educators and practitioners in Junior Fashion Market must try to study the current adoloescent`s life style and consumption values systematically.
The present research analyzed the social meaning of Korean clothing in women`s magazine. The data were included the advertisements and publicity related to Korean clothing in two women`s magazines and condensed at 5 year intervals with content analysis. The identified 276 advertisements and publicity were categorized into four areas. The categories were the trend of exterior growth of advertisements and publicity, appeals and approach, the elements of advertisements and publicity including background, the relation of models, situations, and styles of Korean clothing over times. The results of the study were as Follows : 1. In conjunction with external growth of advertisements and publicity of Korean clothing, the social meaning of Korean clothing has changed from ceremonial clothing to dail-wear clothing. Especially since 1980, the theme of advertisement and publicity of Korean clothing were changed form the beauty of traditional Korean clothing such as grace of dignity to the individuality which was the typical value of western Clothing. 2. The trends of appeals related to Korean clothing and applied Korean clothing have reflected the changing time and society. Since 1980, the emotional or mixed approach with metaphor have increased, whereas factual or situational approach were dominated in 1960s and 1970s. 3. The styles including silhouette, detail, textile and pattern of Korean clothing and applied Korean clothing also reflected the changing trends of Korean society. Especially since 1980, the applied style of Korean clothing has adopted the trends of western clothing. Implications for the future research were suggested.
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Close to the end of the 20th centry, the apparal culture with its emphasis in hairstyle, accessary, makeup and all the other uniformity, thus relating to a total accord with the whole package.<BR> This study is reviewed about the neo punk hair style from 1970"s to 1990"s for the purpose of studying hair style and make-up on the lower culture. And this study is focused on the symbolism of the hair-style and changable meaing depending on the time as studying hippy and neo-hippy, punk and neo-punk on the lower culture. It is studyed how hair-style changed when the hair-style being old-fashioned on the lower culture as anayzing hippy and neo hippy, punk and neo punk consisting of shape, color, and inner meaning.<BR> Since 1990s neo-hippy and neo-punk is a phenomenon which came from the retro of punk in 1970s. neo-hippy and neo-punk is comming out as being polished and luxury due to the expression of style, taste, or individuality<BR> Especially hair style will be come out as more pluralized shape for the purpose of personality expression. because it"s very easy to change and effect of face image is big.<BR> Long strait style come out since 1990s or disconnection style on neo-punk will be an motive of hair style direction and will be applied continually as the trend of pursuit free style & avant-garde element are added.
This study investigates how the relational benefits of fashion retail stores influence the relationship quality (trust, satisfaction, and commitment) and CRM effects (revisit intention and word of mouth intention). This study also analyzes the moderating effect of consumer characteristics between relational benefits and relationship quality. The subjects of this study consisted of 340 female consumers whose age ranged from 20 to 50s and the results were analyzed using AMOS 18.0 and SPSS 12.0. The results of the study were as follows: First, there were three types of relational benefits of psychological, social and economic relational benefits in the CRM activities of fashion retail stores. In addition, it was found that the psychological and economic relational benefits had positive effects on the relational qualities of fashion retail stores; however, the social relational benefits did not have any effects on the relational qualities of fashion retail stores. Second, the relationship quality had a positive influence on CRM effects such as revisit intention and word of mouth intention. Third, it was confirmed that the consumer characteristics variables were effective mediators linking the relational benefits and relational qualities of fashion retail stores.