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원을지(Ul Chi Won),이선재(Sun Jae Lee) 한국복식학회 1999 服飾 Vol.46 No.-
The fashion advertisement is communication method between clothing and consumer. The development of mass communication accelerated that In modern society Post-modernism advertisement is a specialized and separated form so it confuses the consumers who are used in traditional AD. The peculiarities (non-form, destruction of description, compound of genre, mixing of reality and fiction) are more reflected in fashion advertisement. The sample consisted of 425 mail and female and the results were analyzed using frequency and percentage calculation, Close tabs, T-Test, Oneway Anova, Factor analysis, Chi-square Test, Regression, Correlation Analysis. The result of this study were as follows: The post-modernism fashion ad is the separated and reflected form for young age`s favorite. By the factor analysis of consumer response in each 5 emotional factors proved to be valid ones(fine, negative, sexual, stimulative, constructive aspects). The fine and negative aspects of the factors are very concerned with the consumer`s favorite attitude of fashion ad. There is no significant difference in age, job but sex has a significant difference. In according to the method of the ad expression consumer`s acceptance is difference in sex. There were no significant concern with excess effects and purchase intend in fashion advertisement.
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