Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지

A Study on the Expression of Apparel Advertising in Men's Apparel

  • Kim, Yoon-Kyoung (Dept. of Clothing and Textiles, Pusan National University) ;
  • Lee, Kyoung-Hee (Dept. of Clothing and Textiles, Pusan National University)
  • Published : 2002.07.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to offer basic resource for effective advertising strategy of men's apparel by analysing the characteristics of the appeal types in the men's apparel ads. 272 photographs were collected the following magazines ; fashion magazine, men's magazine, luxury magazine, woman's general magazine, and fashion professional magazine. It was related to the men's apparel ads of magazines above from January to December of 2001. The results of this study was as follows; Appeal types of apparel advertising in men's apparel were divided into style appeal, informercial appeal, sexual appeal, lifestyle appeal, image appeal, and masculinity appeal and appeared other appeal types according to men's fashion style, brand types, and magazine types. It also was closely connected with the men's market positioning. Consequently, the study will be helpful to plan the effective and economic strategy of men's apparel ads.

Keywords

References

  1. Hong Sung-soon and Hwang Chun-seup, The study on the expression pattern of the components and the appeal types shown in the apparel ads of woman's magazine(I), The Korea society of Costume, 18-2, 1994, pp. 716-726
  2. Lee Mi-hyun, Study on the effect of the apparel advertising on TV: a case study of the students of Ewha Woman's University, Ewha Woman's University, a master's thesis of graduate school, 1995
  3. Choi Sun-hyung, Study on how the emotional response toward the apparel has an influence on building up the attitudes, Seoul National University, doctor's thesis of graduate school, 1993
  4. Holman,R.H., Product as Communication : A Fresh Appraisal of a Venerable Topic, 1981
  5. Kotler, P., Marketing Management, Analysis, Planning, Implementation, and control, 6th ed, Prentice-Hall International Editions, 1988.
  6. Han Min-hee and Jang Dae-ryun, The theory of advertising management, Hak Hyun Sa, 1994
  7. Lee Jong-won, The principle of modern marketing, Bob Mun Sa(company), 1989, p. 40
  8. Puto, C,P and wells, W. D, Information and Transformation Advertising, The Different Effects of Time, Advance in Consumer Research, No.11, 1984, pp. 638-643
  9. Kim Myung-sam : Ahn, Jee Hyea, Study on the Advertising Effect Model according to the types of Appeal : Jean Advertising, reference, 1988
  10. Lee Sun-young, Study on the Effect of attitude about advertising, Ewha Woman's University, a master's thesis, 1992, p.1.
  11. Huh Geum-sook, Study on the customer appeal toward the apparel advertising, Seoul National University, a master's thesis of graduate school, 1992
  12. Kim Yong-tae, Study on the component structure of advertising messages, Seoul National University, a master's thesis of graduate school, 1988
  13. Kim Sung-soo, Study on the characteristics of the appeal types, Seoul National University, a master's thesis of graduate school, 1986
  14. Yoo Sun-young, Study on the change of the masculine image expressed in the magazine ads, Ewha Institute of Science and Technology, Ewha Woman's University, a master's thesis, 1997
  15. In-Sook $Kim^\circ$$\S$Key-Sook Keum, A Study on the Ideologies of the clothing Advertisements in Women's Monthly Magazines, The Korean Society of Costume, Vol.37, 1998, pp.211-230
  16. Myoung-Jin Song and Keum-Seok Chae, The Aspects of Sex Identity Expression in contemporary Men's Fashion, Journal of the Korean Society of clothing and textiles, 25-2, 2001, pp.327-338
  17. Nam Yun-ja and Lee Hyung-sook, Study on the men's apparel, Kyo Hak Sa of Research (company), 1998, p.31
  18. Vittoria de Buzzaccarini, Franco Jacassi, Elegance and style ; Two Hundred years of men's fashions, Milano ; Lupetti, 1992