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- 저자 : 권혜욱 ( Hae Wook Kwon ) (검색결과 3 건)
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우리나라 남성복 광고의 변화와 남성복 정장 자켓의 디자인 요소 변화에 관한 연구
권혜욱(Hae Wook Kwon),변유선(Yoo Sun Byun) 한국복식학회 1997 服飾 Vol.32 No.-
The purpose of this study were to identify the design elements and the changing flow of advertisement from 1970`s to 1990`s by using content analysis of men`s magazines. Finding were as followed : First, through the analysis of men`s wear advertisement in magazine, it was found that the closer to 1990`s the more various men`s wear styles and backgrounds were advertized. These were more image oriented than product oriented. Since 1980, the advertisement about the licenced and the imported brands have been increased and the serial advertisement has shown more frequently than the 1-page advertisement since 1990`s ; Second, two piece suit was dominated in men`s wear during 1970`s and 1980`s. From 1990`s this style was decresed, in stead combi suit was increased. In 1970`s, the X silhouette was in fashion, and the Y and the X silhouette were increased during 1980`s. The H silhouette was dominated in 1990`s. The brighter and the more various colors appeared in 1990`s than in 1970`s. The solid pattern was the main flow in men`s wear, however, the stripes and the the check patterns were added in 1990`s : Third, single breasted jacket style with two buttons and tailored collar was in fashion during 1970`s. The length of the v-zone was shorter than half at this time, however, it was lengthened in 1980`s. Also the the length of the jacket was lengthened. In 1990`s the double breasted jacket style and two buttons were increased. The length of the v-zone and jacket were also lengthened.
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한국(韓國) 남성복(男性服) 광고(廣告)의 내용분석(內容分析) -1962년(年) 부터 1998년(年) 까지의 잡지(雜誌)와 화보(畵報)를 중심(中心)으로 -
권혜숙 ( Hae Sook Kwon ),권혜욱 ( Hae Wook Kwon ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.4
The purpose of this study is to investigate the content and changes of modern Korean men`s wear advertisement from the 1960s to the 1990s by reviewing fashion magazines and pictorials. Research problems were as follows.; First, analyze the types and their units of measurement in men`s fashion advertisements from 1962 to 1998. Second, examine the differences of quantitative change in men`s fashion advertisements according to each period. The total 857 advertisements were selected from Shin Dong-A, Joongang Magazine, and Bokjangwolbo from 1972 to 1998. For analyze the result, frequency analysis and χ2-test were used. Results were as follows. First, through the review of literatures and pre-tests, 6 units of measurement were identified. They were product type(formal wear, casual wear, sports wear, dress shirts, accessory, inner wear, fabric and the others), brand type(national brand, licensed brand, imported brand, others), appeal type(image, product, others), representation type(photograph, illustration, others), medium type(man, product, others), and color type of advertisement(black & white picture, color picture). Second, for the types of advertisements, formal wear, national brand, image appeal, figure medium, photograph for presentation and color picture are the most frequently shown in men`s fashion advertisements from 1962 to 1998. Third, for product, more accessory advertisements were found than the clothing in the 60s and the 70s, and casual wear advertisements in the 80s and formal wear advertisements in the 90s were dominated. National brand type was dominant through all four period. Product appeal type in the 60s and the 70s and image appeal type in the 80s and the 90s were prevailed. For medium, product type in the 60s and the 70s and figure type in the 80s and the 90s were dominated. Black & white picture in the 60s and the 70s and color picture in the 80s and the 90s were prevailed. Lastly, photograph was the most frequently used for presentation type through all periods.
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