Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Racing Girl Uniforms of Domestic and Foreign Automobile Brands at the Motor Shows

모터쇼에 나타난 국내외 자동차 브랜드 레이싱걸 유니폼 디자인 연구

  • Received : 2018.02.28
  • Accepted : 2018.04.30
  • Published : 2018.06.30
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Abstract

This study analyzed the expressions of racing girl uniforms that promote automobile brands shown at Seoul and Busan motor shows. The results are as follows. In each of the design components expression, the glossy and plain material, the achromatic color, and the dress style appeared most frequently in the uniform design of both domestic and foreign automobile brands. In the fashion image expression, sexy image appeared the most, followed by modern image, romantic image, active image, elegance image and ethnic image. Based on the analysis results, the following expressive characteristics were identified: First, sexy images were used in uniform design to express the streamline and speedy feeling of a car metaphorically. Second, modern image, glossy material, and achromatic color were used for a uniform design to express advanced technology and the future orientation of an automobile. Third, fashion images that match the automobile type emphasized the brand image of the car. Fourth, some of the manufacturers that prevailed in the automobile market promoted several automobile brands exhibited with a unified uniform design that expressed the design philosophy and concept. As such, the motor show racing girl uniform contributed to promoting automobile brand identity and the automobile industry.

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References

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