An Analysis of Contents on Written Clothing Described in Advertisement of Women's Underwear

여성 속옷 광고에 나타난 문자의상의 내용 분석

The purpose of this study is to review, from the point of view that the advertisements are cultural system which transfers the life styles or value systems of a certain time, the expression styles by analyzing written clothing described in underwear advertisements of women's magazines targeting the women aged from twenties to forties, that advertisements are trying to represent. Accordingly, this study is intended to provide the underwear industry with useful information for implementing sales strategies by verifying the determining factors in selecting and wearing of underwear. The result of this study is as follows : First, the headlines of advertisements could be analyzed through merchandise, situation and consumers and were categorized by the fourteen different expression styles such as functionality, sense of beauty, tradition, future, family, exotic, globalization, environment, sensuality, youth, individuality, health, newness and top-class. Therefore, the advertisers choose and provide the various expression styles in order to maximize the delivering power of the underwear advertisements. Second, frequently used expression styles have been analyzed through frequency analysis of expression styles and, as a result, the important factors of choosing and wearing underwear have been verified. In addition, the fact that the ways of thinking of modern society and value systems are implied in the expression of underwear advertisements has been found.