• The Research Journal of the Costume Culture
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• v.16 no.1
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• pp.1-21
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• 2008

The purpose of this study is to typify femininity and masculinity represented in mainstream women's and men's fashion magazines in Korea since 2000 and infer sexual ideology appearing in contemporary Korean society by content analysis with the view of plural sexuality. For the content analysis total 259 editorial fashion photography was analyzed. As the result, 5 femininities and 5 masculinities were typified, and then sexual discourse was inferred out of the frequency of each type and texts with the images. On the basis of previous studies and historical considerations of this topic, the types of sexuality represented in mainstream fashion magazines in Korea since 2000 were classified as follow.: in women's fashion magazines Traditional Femininity and Androgynous Femininity were almost similarily dominant sexuality, and Glamor Femininity, Babydoll Femininity, and Genderless sexuality were alternative. Meanwhile, in men's fashion magazines Traditional Masculinity formed clear dominant sexuality, and Macho Masculinity, Androgynous Masculinity, Adolescent Masculinity, and Genderless sexuality were alternatives. In addition, Androgynous Masculinity in women's fashion magazines occupied the highest frequency, while Glamor Femininity in men's fashion magazines did so. From this sexual discourses represented in mainstream fashion magazines in Korea since 2000 are as follow.: First, mainstream fashion in Korea sticks to the modern values preserving traditional sexual ideology even in this postmodern period of the former 21C. Second, Androgynous Femininity as another dominant femininity with Traditional Femininity connotes the change of conception of femininity in Korean society. Third, Androgynous Masculinity to females is preferred, while femininity to males is still regarded as fetish or adorned object. Fourth, the appearance of various alternative sexualities leads to pluralization of sexuality, and then fashion gradually codifies youthfulness and feminine values, such as body and sexual desire more than before.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.105-114
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• 2008

This study aims on observing the social recognition and its aspects for men taking care of their outer appearances at current point where men are rapidly rising as the main consumer in the beauty industry while their interest for outer appearances are increasing. Therefore, we observed the overall trend and changes in social recognition for male looks by analyzing the contents of articles in fashion magazines that play the critical role of spreading the trend while suggesting and delivering the diverse trend changes to the public to correspond to the individual and concrete demands of certain class segmented into gender, age, hobby, and more. As a result, articles related to outer appearances were divided into fashion, cosmetic and skin, hair and scalp, body figure care, cosmetic surgery, and others, and among them, fashion category took up the highest ratio. Also, articles related to outer appearances increased even more according to the change in time, where articles related to fashion and hair increased while articles of other categories decreased.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.7
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• pp.1082-1094
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• 2008

The present study analyzed the differences of advertisement design, expression method, and appeal types in the men's fashion product advertisement from men's magazines between 1996 and 2006, according to the year, season, and the type of the magazine. The magazines chosen for the analysis were Korean Esquire, GQ, and Shin-dong-a. 2058 advertisement out of 88 sample magazines were chosen and analyzed by frequency, and chi-square using SPSS statistic package. The results of the study were as follows. First of all, there were more advertisements without copy, and even when the copy was used, it was used as a headline only. Secondly the poster style layout was used more frequently than other layouts, and one male model wearing the product was the most popular. Thirdly the types of appeal in advertisement, sensuous appeal was most frequently used. The results of the study showed that there is little advertisement differentiation in men's fashion product advertisement. Therefore in order to draw consumer's attention. various and unique advertisement design should be implemented.

• Science of Emotion and Sensibility
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• v.7 no.4
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• pp.1-6
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• 2004

The purpose of this study was to investigate the female college students' preferences to the images of both western and eastern pictures, and positive/negative perception on to the model's nationality in the apparel advertizing pictures of fashion magazines. 100 students participated in the survey, and 20 stimulus pictures were shown to them. The results were as follows: The female college students preferred the western images than the eastern images in the pictures of bedroom, palace and beer, while they preferred the eastern images in the pictures of snack and famous drawings of a beauty. But they showed more positive attitude to all the western models' advertizement pictures than the eastern models' ones, in casual wear, formal wear, watches and inner-wear divisions except in men's formal wear division. This meant that the perception of female students on western images was positive and it seems stimulating the consumers preferences of brand images.

• The Journal of the Korea Contents Association
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• v.8 no.8
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• pp.111-118
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• 2008

Nowadays, people get images from various media like TV, magazines, newspaper, internet. Such images directly influence people's thoughts and lives, either consciously or unconsciously. In the past, reproduction devices have been mainly used in reproducing an original scene accurately. Lately, the cognitive preference became a key value in the scene reproduction, and it was affected by the surrounding media. Recently, the most commonly used device in reproducing an original scene is the camera. The core of an image is the light, in other words, the exposure. Most digital cameras are set to adjust exposure automatically in order to reproduce a scene physically as identical as possible. However, physically right exposure does not always give images that people prefers. Numbers of tests were done to find the exposure value that makes an image cognitively more preferred. Skin tones which are highly sensitive to color and changes in density has been used in the tests. A male and a female model have been used to classify changes in cognitive preference due to gender differences.

• Journal of the Korean Society of Costume
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• v.32
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• pp.117-130
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• 1997

The purpose of this study were to identify the design elements and the changing flow of advertisement from 1970's to 1990's by using content analysis of men's magazines. Finding were as followed; First through the analysis of men's wear advertisement in magazine it was found that the closer to 1990's the more various men's wear styles and backgrounds were advertized. These were more image oriented than product oriented. Since 1980 the advertisement about the licenced and the imported brands have been increased and the serial advertisement has shown more fre-quently than the 1-page advertisement since 1990's ; Second two piece suit was dominated in men's wear during 1970's and 1980's From 1990's this style was decresed in stead combi suit was increased. In 1970's the X silhouette was infashion and the y and the X silhouette was in fashion and the y and X sillhouette were increased during 1980's . The H silhouette was dominated in 1990's The brighter and the more various colors appeared in 1990's than in 1970's. The brighter and the more various colors appeared in 1990's than in 1970's The solid pattern was the main flow in men's wear however the stripes and the the check patterns were added in 1990's Third single breasted jacket style with two buttons and tailored collar was in fashion during 1970's . The length of the v-zone was shorter than half at this time however it was lengthened in 1980's . Also the the length of the jacket was lengthened. In 1990's the double breasted jacket style and two buttons were increased. The length of the v-zone and jacket were also lengthened.

• Journal of the Korean Home Economics Association
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• v.48 no.4
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• pp.43-55
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• 2010

With the sex role changes in the post-modern society, men are becoming increasingly interested in appearance and their bodies. Male muscles in particular, which also is a visual manifestation of masculine strengths, has become the focal interest for those men who care about appearance management. The purpose of this study was to identify the extent to which Korean culture emphasizes muscles in defining masculine body, and to understand Korean men's perception of muscle building and their bodies. For this purpose, a content analysis and a survey were conducted. The content analysis aimed at identifying the ideal masculine image represented in the ads featured in male fashion magazines. For the purpose of comparison, U.S. magazines were also examined. The result showed that male models' images shown in Korean magazines were not significantly different from the male images in American magazines in terms of the body size, muscularity, and the nudity of the models. A survey to 339 men aged between 20 to 50 living in Seoul area was conducted to explore the motives of muscle building, the criteria men use to evaluate muscled bodies, and the influence of muscle building on body satisfaction. Factor analysis and analyses of variances followed by Scheffe multiple comparisons were conducted for data analysis. The results showed that physical appearance improvement is one of the motives of muscle building especially for younger men. Muscle building in general is found to contribute positively to men's body satisfaction.

• Proceedings of the Korea Water Resources Association Conference
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• 2021.06a
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• pp.80-80
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• 2021

2020년은 장마와 태풍으로 인해 중부 및 남부지방에 폭우가 발생하여 강남역을 비롯한 지하철 역사와 지하 주차장 등 많은 지하시설이 침수되었고, 부산에서는 침수된 지하차도에 진입한 차량의 운전자가 사망하는 등의 사고가 발생하였다. 지하에 설치된 시설들은 침수가 발생할 경우 대부분 출입구를 통해 유입되는 물을 거슬러 대피해야 하므로 낙상과 그로 인한 익사 등 자칫 큰 인명피해를 초래할 수 있어 특별히 주의할 필요가 있다. 대피 여부를 결정하고 그에 필요한 시간을 계산하기 위해서는 안전하게 대피 가능한 최대수심(한계수심)을 결정하는 것이 필요하다. 현재 한계수심을 제시한 여러 연구가 있지만 대부분 소수의 성인만을 대상으로 한 실험 결과이기 때문에 성별, 연령, 체중 등 다양한 유형의 사람을 고려한 대피방법 제시가 필요하다. 이에 본 연구에서는 실험 참가자의 유형(성별, 연령, 체중, 신장)에 따른 대피시간의 차이를 고려한 한계수심을 제시할 수 있도록 하였다. 총 308명이 실험에 참여하였으며, 이중 남성은 164명, 여성은 144명이었다. 참가자의 연령은 14세부터 75세까지이며, 신장은 최소 145cm에서 최대 187cm, 체중은 35kgf에서 110kgf 범위이다. 대피시간은 물이 흘러 내려오는 5.1m 길이의 계단을, 난간을 잡은 채 거슬러 올라가는 시간으로 설정하였으며, 계단 상층부의 수심이 30cm일 때와 40cm일 때(한계수심 조건), 2회 측정하였다. 또한, 측정이 종료된 후, '안전하게 대피 가능할 것으로 예상되는 수심'을 선택하도록 하여 참가자가 체감한 실험 난이도를 간접적으로 확인하고 향후 연구에 활용할 수 있도록 하였다. 수집된 자료를 분석한 결과 여성의 경우 수심 30cm와 40cm의 평균 대피시간이 4초 정도의 차이가 나타났으나, 남성의 경우 유의미한 차이가 나타나지 않았다. 또한 '안전하게 대피 가능할 것으로 예상되는 수심'에 대한 답변으로 다수가 실험의 최대 수심 조건인 40cm 이상을 선택하였다. 이와 같은 결과를 보아, 실험의 난도가 높지 않았다고 예상할 수 있으며, 그 원인은 참가자의 안전을 고려해 실험 조건을 난간을 잡은 채 보행하도록 설정한 것이 한계수심을 증가시키는 결과를 가져왔다고 볼 수 있다. 유형에 따른 대피시간의 차이를 분석하기 위해서는 실험의 한계수심 조건을 높이거나, 난간을 잡지 않고 보행할 수 있도록 안전장치를 추가하는 등, 실험조건의 변화가 필요할 것으로 판단되며, 추가적으로 난간을 잡은 채 보행하는 것이 한계수심을 얼마나 높일 수 있는지에 대한 검토를 통하여 정량적인 대피가능 시간을 제시할 수 있을 것으로 사료된다.

• Journal of the Korean Society of Fashion and Beauty
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• v.3 no.1 s.4
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• pp.39-49
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• 2005

The purpose of this study is to analyze the consumption value and characteristic of content in cosmetics & perfume advertisement in men's fashion magazines in order to understand the changes of men's cosmetics market which is recently getting great attention along with the craze for 'florally handsome men', and 'eolzzang'(=gorgeous face), and examine the changes of the culture of men's make-up. I selected Esquire which had firstly produced men's fashion magazine in Korea, and implemented the content analysis, the quantitative analysis method, by separating linguistic elements ken visual elements. The results are as follows: In the analysis of consumption value revealed in the linguistic elements of cosmetics advertisement, emotion value was the highest in both cosmetics and perfume, while function value was the second highest in cosmetics and rarity value was the second highest in perfume. About the changes of content characteristics of visual elements, in both cosmetics and perfume advertisement, there were a lot of visual advertisements focused on figures without the mixture of linguistic expressions. Between advertisement in 1990s and that in 2000s, there were meaningful differences only in types and object of meaning of used symbols.

• The Journal of the Korea Contents Association
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• v.9 no.4
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• pp.331-339
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• 2009

Cultural characteristics of a country can affect consumers' buying behaviors. So global companies should think about cultural characteristics of the country that they want do marketing activities. Especially it is very important in sports product marketing because it is closely related with cultural characteristics of the country. This study examines relations between cultural characteristics and advertising strategy for sports product among Korea, England and France. I used content analysis method for this study. I found that Korea and France have similar cultural characteristics and advertising strategy for sports product but England has different cultural characteristics and advertising strategy for sports product. sense of community effect to community identification and community loyalty. Satisfaction of need, Emotional advertising strategy is mostly used in Korea and France. But rational advertising strategy is mostly used in England.