Abstract
The purpose of this study was to provide data that can be used to suggest idealistic anchor's image to capture ratings for the news program and to suggest guide for casting and training anchors for the broadcasting stations by examining the idealistic looks and images of TV news anchors by asking the general viewers who watch TV, The research methods was questionnaire survey. The subjects were 839 male and female audiences in theire 20's and 40's who residing in Seoul and Gyeonggi area. The study results are as follows: 1) The factors that decide impression of a female anchor The factors that decide female anchor's impression were 'specialty factor, friendliness factor, elegance factor, dynamic factor, and attractiveness factor'. 2) The difference in formation of impression according to makeup and hair style of a female anchor In case of specialty and friendliness factors scored high when putting on natural makeup, dynamic factors scored high when putting on elegant makeup, and attractiveness factor when putting on natural and romantic makeup. All factor were high when a female anchor had short-cut style and straight hair 3) Formation of anchor's impression from makeup and hair style according to the perceiver's variables (gender and age) Male and female audiences both gave hish score for a female anchor's specialty such as 'confident and reliable' and friendliness such as 'warm and comfortable' when a female anchor puts on natural makeup. They gave high score for attractiveness factor such as' good impression and refined' when putting on romantic makeup and high score for dynamic factor such as 'positive and confident' when putting on elegant makeup. Both male and female audiences gave high score fur all except friendliness factor when a female anchor had short-cut style compared to bobbed hair and high score far specialty factor when a female anchor had straight hair. The audiences both in their 20's and 40's gave high score for specialty and friendliness when a female anchor put on natural makeup while the perceivers at their 20's gave high score for elegance and dynamic factor when a female anchor put on elegant makeup. The audiences both in their 20's and 40's gave high score for all factors when female anchor had short-cut hair.