The International Journal of Costume Culture
- Volume 8 Issue 1
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- Pages.11-22
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- 2005
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- 1229-2761(pISSN)
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- 1229-2761(eISSN)
High School Girls' Attitudes toward Apparel Advertisement in Magazines according to Their Physical Self-Concept
- Hwang Choon Sup (Kyung Hee University) ;
- Choi Mihyun (Kyung Hee University)
- Published : 2005.05.01
Abstract
The present study attempted to analyze the behavioral patterns and attitudes of high school girls toward apparel ads in magazines in relation to their physical self-concept. The study used a self-administered questionnaire. The sample consisted of 419 students at 3 girl's high schools located in Seoul. Likert scales were used for most measures with 1=never or very unimportant and 5=always or very important. Physical self-concept was measured on the basis of W S. Jung's Standardized Self-concept Test and Tennessee Self-concept Scale. Percentage, t-test, and Chi-square were used for the analysis of the data. Results are as follows: (1) Those with a high sense of physical self-concept read more magazines. (2) Those with higher sense of physical self-concept showed greater interest in magazine ads, consulted magazines for fashion trends, found ads more useful, and more often expressed satisfaction with the ads, than the lower self-concept group. (3) Advertisers should attempt to gain a deeper understanding of the socio-psychological characteristics of their readership as self-concept appeared to be related to several magazine readership attitudes and behaviors. Apparel ads targeting high school girls should consider the importance of company ads.
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