Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Color Characteristics and Image of the Olympic Host Country's Uniforms

올림픽 개최국가 유니폼의 색채 특성과 이미지

  • Lim, Songmi (Dept. of Policy Research, Jeonnam Women's Plaza) ;
  • Lee, Misuk (Dept. of Clothing & Textiles, Chonnam National University, Human Ecology Research Institute, Chonnam National University)
  • Received : 2015.11.22
  • Accepted : 2016.02.19
  • Published : 2016.02.28
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Abstract

Today the Olympics are considered representative of a culture that symbolizes the country's image and cultural specificity, and important colors act as effective means of Olympics marketing. Each color is unique to the natural environment and cultural heritage is one of the languages of each country, region or community and it symbolizes. Hence, the purpose of this study was to examine the color and to view the color image displayed on Olympic uniforms based on the national color sensibility. After analyzing the color image of the Olympic athletes, including six kinds of uniforms and operational personnel, a cool casual/casual image is created more frequently, followed by a modern, gorgeous, dynamic, elegant/chic, dandy/classic image. The uniform color is consistent with the national image and the theme of the Pyeongchang Olympics is to enhance the country's competitiveness by widely promoting the national image of Korea around the world. Furthermore, it is necessary to provide the empirical basis for creating the 2018 Pyeongchang Winter Olympic uniforms.

Keywords

Acknowledgement

Supported by : 한국연구재단

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