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羅秀任 服飾文化學會 1998 服飾文化硏究 Vol.6 No.2
In the study, conceiving that signifying processes like model, setting, advertisement and description are important to promote the purchase of clothes that would satisfy consumer's desire by their expressing mode, I considered the processes of components of which fashion ads consist. As for the methods to study, I regarded the results presented from prior researches of clothing & textiles and other disciplines for the components of fashion ads and objectified their image that may be interpreted subjectively ; and then, I adopted to analyse them using advertisement-semiological method to make clear the signifying processes. the results are as follow : 1. Fashion ad one of visual symbols to transfer brand image, conveys the image with which various components are combined like model, clothes, setting and description as signs. ① The image of clothes may be differently expressed according to social, cultural norm and individual characteristics, in the case of clothes, therefore, the signified can be regarded as the transferred image by design of the clothes' sign, and the abstract conception which may be risen to mind by the image in a certain culture. ② Each signifier such as countenance, line of vision, attitude and hairstyle of a model conveys different image, or the signified , respectively, and it may operate as a sign that can express the brand image symbolically. ③ The signifiers like background, color and property symbolize the advertised merchandise of clothes and define its attribute. 2. In the case of fashion ads, key referent systems are fashion phenomena, contemporary role image, social psychology, common morality, and social, economical and milieu.
연구논문(硏究論文): 국내 내셔널 남성복 브랜드 로고의 특성 -시각적 요소를 중심으로-
나수임 ( Soo Im Rha ) 한국패션비즈니스학회 2011 패션 비즈니스 Vol.15 No.5
The purpose of this research is to study the visual characteristics of domestic national men`s wear brand logos. For this purpose, 80 of national men`s wear brands were selected from ``2010/2011 Korea fashion brand Annual`` For analysis, they were classified into three categories: logo types composed only with logomark or symbol and logomark together. Types of symbol were classified into word symbol, descriptive symbol, and abstractive symbol. And the used typefaces were classified into serif and san serif and acromatic and cromatic The results are as follows: The visual characteristics of domestic national men`s wear brand logos, there were more brands that used logomark with symbol together than logomark only. And the type of symbols were appeared descriptive symbol(32% ) that meaned the men`s power, nobleness and royalty. In domestic national men`s wear brands, color of logos were more frequently used acromatic color as black and grey than cromatic color. Among the cromatic colors were more appeared to a kind of blue and green. And the used typefaces were the more frequently used to serif typeface of capital.As a result, the visual characteristics of domestic national men`s wear brand logo were that they used the brand logos composed of descriptive logomark with symbol together, black serif typeface the most. From this results, we could find that visual stragety of domestic national men`s wear brand logos had the tendency to emphasize the function of conveying information, brand concept that men`s wear. The specific and continuous following research in which psychological factor of consumer reflected was requested as a measure to seek brand logo that aid to establish brand power and reinforce brand image.
羅秀任,洪惠恩 服飾文化學會 1999 服飾文化硏究 Vol.7 No.6
The purpose of this study was to understand the Korean teenagers' clothing behavior through pointing out the factors that clothing behavior of teenagers that was initiated from the important reference group, TV stars. The subject of this study were 570 purposively selected students at female middle and high school students in Seoul. The results were as follows: 1. The clothing conformity to TV stars relating to demographic variables was influenced significantly by location and personal expense variable in the high school group. 2. The exhibition showed a more important role to the clothing conformity in middle school group than in high school group. 3. The clothing conformity to TV stars relating to the clothing related variables was significantly affected by self-confidence to clothing than clothing normative recognition, clothing risk recognition and degree of clothing importance regardless of groups. 4. The clothing conformity to TV stars relating to TV media variables was affected by TV media star identification variable in both groups. And in case of middle school group, interests in TV stars also had influence on the clothing conformity to TV stars. And in case of high school group, interests in TV had effect on the imitation to TV stars' clothing. As middle school students tend to have self-identification about a particular person, TV media stars become the reference group for the adolescence to follow their clothing.