DOI QR코드

DOI QR Code

중년 여성을 타겟으로 하는 여성복 광고에 나타난 모델 이미지

Images of models in womenswear advertisements targeting middle-aged women

  • 투고 : 2017.02.27
  • 심사 : 2017.05.30
  • 발행 : 2017.06.30

초록

This study analyzes the images of models in womenswear advertisements targeting women in their fifties. The goals of this study are: 1) to investigate beauty ideals for middle-aged women by analyzing models' look age, chronological age, wrinkles, gray hair, hair length, body type, and race; and 2) to explore how ageing is dealt with in advertisements by analyzing the range of bodies shown in advertisements, the color mode of photographs, and the clarity of models' figures in relation to models' look ages. A total of 155 printed advertisements from January 2012 to January 2017 from the brands Daks Ladies, Lebeige, Luciano Choi, PAT, and Zishen were selected for analysis. Womenswear brands targeting middle-aged women reinforce cultural ideals of female beauty that emphasize youth and slenderness. They do this by using thin and slender models, who most often appear to be in their twenties and thirties, and have hair longer than their shoulders. Brands with higher price ranges show a preference for Caucasian models, which reveals that a Caucasian identity is associated with sophistication. In addition, the bodies of models who appear to be in their forties and fifties were concealed by framing photographs mostly above the knees. Older models' features were also obscured via the use of black and white photography, strong lighting and contrast, and digital editing that blurred the boundaries between figures and their backgrounds. These decisions for how to represent models could result in negative self-esteem and a denial of the symptoms of ageing among middle-aged women.

키워드

참고문헌

  1. Advertising Information Center. (2012a, April 1). Lebeige. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=502167
  2. Advertising Information Center. (2012b, September 1). Lebeige. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=798788
  3. Advertising Information Center. (2013a, March 1). PAT. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=903899
  4. Advertising Information Center. (2013b, July 1). Zishen. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=938768
  5. Advertising Information Center. (2013c, March 1). Lebeige. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=903876
  6. Advertising Information Center. (2014, September 1). Luciano Choi. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=1070017
  7. Advertising Information Center. (2015, October 1). Daks. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=1434181
  8. Advertising Information Center. (2016, November 1). Daks. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=1574337
  9. Advertising Information Center. (2017, January 1). Heart for eye. Retrieved January 20, 2017, from https://www.adic.or.kr/ad/print/show.cjsp?ukey=1596532
  10. Apparelnews. (2014). 한국패션브랜드연감 2014/2015 [Korea fashion brand annual 2014/2015]. Seoul: Apprarelnews.
  11. Byun, M. Y. (2011). Development of casual ware design for new middle-aged women. Unpublished doctoral dissertation, Ewha Womans University, Seoul, Korea.
  12. Carrigan, M., & Szmigin, I. (1999). The representation of older people in advertisements. Journal of the Market Research Society, 41(3), 311-326.
  13. Choi, J.-W. (2011). Study on pursuing clothing image and clothing purchase activity according to ego identity and subjective age of new middle-aged women. Unpublished doctoral dissertation, Sookmyung Women's University, Seoul, Korea.
  14. Clarke, L. H., & Griffin, M. (2008). Visible and invisible ageing: Beauty work as a response to ageism. Ageing & Society, 28(5), 653-674. doi:10.1017/S0144686X07007003
  15. Cohen, P. (2013). In our prime: The fascinating history and promising future of middle age. New York: Scribner.
  16. Coupland, J. (2009). Time, the body and the reversibility of ageing: Commodifying the decade. Ageing & Society, 29(6), 953-976. doi:10.1017/S0144686X09008794
  17. De Perthuis, K. (2008). Beyond perfection: The fashion model in the age of digital manipulation. In E. Shinkle (Ed.), Fashion as photograph: Viewing and reviewing images of fashion (pp. 168-181). London: I. B. Tauris.
  18. Firstviewkorea. (2012a, March). Fashion index of behavior and attitude, PFIN consumer survey. Firstviewkorea, Retrieved February 5, 2015, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS024
  19. Firstviewkorea. (2012b, November). Fashion index of behavior and attitude, PFIN consumer survey. Firstviewkorea, Retrieved February 5, 2015, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS027
  20. Firstviewkorea. (2013a, April). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved February 5, 2015, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS028
  21. Firstviewkorea. (2013b, December). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved February 5, 2015, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS029
  22. Firstviewkorea. (2014a, June). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved February 5, 2015, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS030
  23. Firstviewkorea. (2014b, November). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved February 5, 2015, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS031
  24. Firstviewkorea. (2015a, June). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved December 16, 2016, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS032
  25. Firstviewkorea. (2015b, November). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved December 16, 2016, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS033
  26. Firstviewkorea. (2016a, June). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved December 16, 2016, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS034
  27. Firstviewkorea. (2016b, November). Fashion index of behavior and attitude, PFIN consumer survey report. Firstviewkorea, Retrieved December 16, 2016, from http://www.firstviewkorea.com/Market/Fiba.aspx?SchCateCode1=SS035
  28. Greco, A. J. (1988). Representation of the elderly in advertising: Crisis or inconsequence?. Journal of Services Marketing, 2(3), 27-34. doi:10.1108/eb024731
  29. Halls, Z. (2000). Mrs Exeter: The rise and fall of the older woman. Costume, 34(1), 105-112. doi:10.1179/cos.2000.34.1.105
  30. Hollander, A. (1993). Seeing through clothes. Berkely: University of California Press.
  31. Hong, K. H. (2010). The influence of middle aged women's TV media involvement on difference age, youth-pursuing clothing behaviors and fashion leadership. Fashion & Textile Research Journal, 12(3), 310-317. doi:10.5805/KSCI.2010.12.3.310
  32. Im, M. J. (2016). Semiotic analysis on aged female models’ images in fashion advertisements: Focusing on global fashion brands. Journal of Basic Design & Art, 17(4), 383-400.
  33. Jang, E. J., & Yoo, H. S. (2011). Cognitive ages and body images of Korean adults in their 40s and 50s. Fashion & Textile Research Journal, 13(5), 769-777. doi:10.5805/KSCI.2011.13.5.769
  34. Jun, J. H., & Rhee, Y. S. (2016). The relation of youthpursuing, media appearance information interest, and media contact response of middle-aged women: Influence of chronological age and cognitive age. Journal of the Korean Society of Clothing and Textiles, 40(4), 631-640. doi:10.5850/JKSCT.2016.40.4.631
  35. Kim, J. S., & Lee, S. J. (2008). A study on the spending behaviors, related to the cognitive age of the female consumers in the elderly generation and different types of their lifestyles (Part1). Journal of the Korean Society of Clothing and Textiles, 32(10), 1535-1547. doi:10.5850/JKSCT.2008.32.10.1535
  36. Kim, M. (2010). The roles and images of the elderly in advertising. Journalism & Communication, 14(1), 3-40.
  37. Kim, M. H., & Won, Y. H. (1999). Analysis on image of the elderly in newspaper advertisements: The establishments for new image of the elderly. Journal of the Korea Gerontological Society, 19(2), 193-214.
  38. Kim, M.-A. (2001). Perceptions of advertising practitioners on the elderly in advertising. The Korean Journal of Advertising, 12(5), 57-70.
  39. Kim, M.-J., & Moon, C.-S. (2016). A comparison of consumption expenditure patterns and their determinants of baby boomer households and elderly households. Consumption Culture Study, 19(3), 31-54. https://doi.org/10.17053/jcc.2016.19.3.002
  40. Kim, R., Jeon, M., Lee, H., Lee, J., Kim, S., & Choi, J. (2014). 트렌드 코리아 2015 [Trend Korea 2015]. Seoul: Miraeuichang.
  41. Kim, S. Y. (2015). Application type and meaning of senior chic in contemporary fashion. Korea Science & Art Forum, 20, 103-117. doi:10.17548/ksaf.2015.06.20.103
  42. Ko, K. A. (2016). 잡지광고에 나타난 액티브시니어의 이미지 변화 연구 [Study on the change of active senior image in magazine advertising]. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
  43. Kozar, J. M. (2010). Women's responses to fashion media images: A study of female consumers aged 30-59. International Journal of Consumer Studies, 34(3), 272-278. doi:10.1111/j.1470-6431.2009.00854.x
  44. Kozar, J. M. (2012). Effects of model age on adult female consumer's purchase intentions and attitudes for an age-specific product, clothing. International Journal of Marketing Studies, 4(2), 22-29. doi:10.5539/ijms.v4n2p22
  45. Kozar, J. M., & Damhorst, M. L. (2008). Older women's responses to current fashion models. Journal of Fashion Marketing and Management: An International Journal, 12(3), 338-350. doi:10.1108/13612020810889290
  46. Kwon, G.-Y., & Helvenston, S. I. (2006). The study of ideal body images based on the product types in fashion magazine advertisement. Journal of the Korean Society of Clothing and Textiles, 30(12), 1672-1682.
  47. Lee, E., & Yoh, E. (2016). Research on female consumer responses according to advertising model types of a senior apparel brand. The Research Journal of the Costume Culture, 24(1), 93-106. doi:10.7741/rjcc.2016.24.1.093
  48. Lee, J. M. (2013, September 27). 다이나믹 시니어! 골든 마켓으로 [Dynamic seniors! To the golden market]. Fashionbiz, Retrieved May 2, 2017, from http://www.fashionbiz.co.kr/article/view.asp?idx=135244
  49. Lee, S. J. (2009). Study of the changing role of models in the fashion industry: Analysis of fashion magazines from 1998 to 2007. Unpublished master's thesis. Hanyang University, Seoul, Korea.
  50. Lee, S., & Chun, J. (2015). The upper body type classification of middle-aged and elderly Korean women. The Research Journal of the Costume Culture, 23(3), 512-522. doi:10.7741/rjcc.2015.23.3.512
  51. Lee, W. H., & Hong, S. H. (2016, November). 블루오션 '골든 레이디'를 잡아라! [Catch the blue ocean 'golden ladies!']. Fashionbiz, 355, 54-62.
  52. Lee, Y.-A. (2011). Study on the real image and the recognized image of middle-aged women: Comparison of the ages. Journal of Korean Traditional Costume, 14(3), 5-16.
  53. Lewis, D. M., & Cachelin, F. M. (2001). Body image, body dissatisfaction, and eating attitudes in midlife and elderly women. Eating Disorders, 9(1), 29-39. doi:10.1080/106402601300187713
  54. Mears, A. (2011). Pricing beauty: The making of a fashion model. Berkeley: University of California Press.
  55. Park, H. Y. (2009). A Study of the roles and characteristics of elderly models appearing in television commercials. Unpublished master's thesis, Yonsei University, Seoul, Korea.
  56. Raisborough, J., Barnes, M., Henwood, F., & Ward, L. (2014). Stretching middle age: The lessons and labours of active ageing in the makeover show. Media, Culture & Society, 36(8), 1069-1083. doi:10.1177/0163443714544997
  57. Simcock, P., & Sudbury, L. (2006). The invisible majority? Older models in UK television advertising. International Journal of Advertising, 25(1), 87-106. doi:10.1080/02650487.2006.11072953
  58. Song, Y.-J. (2012). Breaking age barriers: Adornment of middle-aged and elderly women. Journal of Social Research, 13(2), 83-111.
  59. Statistics Korea. (2017). Population projection for Korea. Retrieved May 3, 2017 from http://kosis.kr/statHtml/statHtml.do?orgId=101&tblId=DT_1BPA001&conn_path=I2
  60. Swayne, L. E., & Greco, A. J. (1987). The portrayal of older Americans in television commercials. Journal of Advertising, 16(1), 47-54. doi:10.1080/00913367.1987.10673060
  61. Synnott, A. (1993). The body social: Symbolism, self, and society. New York: Routledge.
  62. Thesander, M. (1997). The feminine ideal. London: Reaktion Books.
  63. Twigg, J. (2010). How does Vogue negotiate age?: Fashion, the body, and the older woman. Fashion Theory, 14(4), 471-490. doi:10.2752/175174110X12792058833898
  64. Twigg, J. (2012). Fashion and age: The role of women's magazines in the constitution of aged identities. In V. Ylanne (Ed.), Representing ageing: Images and identities (pp. 132-146). Basingstoke: Palgrave Macmillan.
  65. Ursic, A. C., Ursic, M. L., & Ursic, V. L. (1986). A longitudinal study of the use of the elderly in magazine advertising. Journal of Consumer Research, 13(1), 131-133. doi:10.1086/209054
  66. Yoo, H. A. (2014). Qualitative research of middleaged women's ideal body seeking behavior. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.