• Journal of Fashion Business
• /
• v.10 no.4
• /
• pp.16-28
• /
• 2006

The purpose of this study is to investigate the content and changes of modern Korean men's wear advertisement from the 1960s to the 1990s by reviewing fashion magazines and pictorials. Research problems were as follows.; First, analyze the types and their units of measurement in men's fashion advertisements from 1962 to 1998. Second, examine the differences of quantitative change in men's fashion advertisements according to each period. The total 857 advertisements were selected from Shin Dong-A, Joongang Magazine, and Bokjangwolbo from 1972 to 1998. For analyze the result, frequency analysis and $x^2$-test were used. Results were as follows. First, through the review of literatures and pre-tests, 6 units of measurement were identified. They were product type(formal wear, casual wear, sports wear, dress shirts, accessory, inner wear, fabric and the others), brand type(national brand, licensed brand, imported brand, others), appeal type(image, product, others), representation type(photograph, illustration, others), medium type(man, product, others), and color type of advertisement(black & white picture, color picture). Second, for the types of advertisements, formal wear, national brand, image appeal, figure medium, photograph for presentation and color picture are the most frequently shown in men's fashion advertisements from 1962 to 1998. Third, for product, more accessory advertisements were found than the clothing in the 60s and the 70s, and casual wear advertisements in the 80s and formal wear advertisements in the 90s were dominated. National brand type was dominant through all four period. Product appeal type in the 60s and the 70s and image appeal type in the 80s and the 90s were prevailed. For medium, product type in the 60s and the 70s and figure type in the 80s and the 90s were dominated. Black & white picture in the 60s and the 70s and color picture in the 80s and the 90s were prevailed. Lastly, photograph was the most frequently used for presentation type through all periods.

• Journal of the Korean Society of Costume
• /
• v.37
• /
• pp.191-209
• /
• 1998

The present study was made to contribute to thed improvement of the quality of jeans wear advertising, and to the establishment of more effective advertising policy by which the jeans wear advertisements can go well with the unique charateristics of jeans wear. The study analyzed the consumer's attitude and dimention of affective responses toward jeans wear advertisements by type of appeal. The research was implemented through the survery with a representative sample of 344 consumers residing in Seoul. Means, Standard Deviation, ANOVA, Duncan Test, Facor Analysis and Regression were imployed to analyze the data gathered. The results of the study are as follows : (1) There are four dimentions of affective responses toward jeans wear advertisements ; upbeat-activation dimention, erotic-activation dimention, calm-emotional dimention, negative emotional demention. (2) According to consumer's sex, there are significant differences in each dimention of their affective responses. Toward sex-appeal advertisements, men show high degree of affective responses in upbeat-activation dimen-sion and calm-emotional dimension. (3) There is a probability that non-sex-appeal advertisement covers wider range of consumer than sex-appeal advertisements. (4) There is no significant different in affective responses towards both sex-appeal and non-sex-appeal advertisement of jeans wear between and among sex·age and involvement level of consumer. (5) Men prefer sex-appeal advertisement to non-sex-appeal advertisement, while there is no significant differences between the attitude of female consumers toward sex-appeal adver-tisement and non-sex-appeal advertisement. (6) In particular, age of 15∼18 and 30∼35 group of female consumer show very positive attitude toward sex-appeal advertisement. Therefore, there is a need to segment female jeans wear market by age groups. (7) According to the age and the involvement level of consumers, there is a significant differences in their attitudes toward advertise-ment. In case of male consumers, group of low level involvement prefer sex-appeal advertise-ment to non-sex-appeal advertisement. While high level involvement group did not show any significant differences between the attitude toward sex-appeal advertisement and the attitude toward non-sex-appeal advertisement. And the age of 15∼24, low level involvement group of female consumers also more positive attitude toward sex-appeal advertisement than toward non-sex-appeal advertisements.

• Journal of Fashion Business
• /
• v.10 no.3
• /
• pp.31-43
• /
• 2006

The purpose of this study is to investigate the changes of modern Korean men's fashion from the 1960s to the 1990s by reviewing fashion magazine advertisements and pictorials. For theoretical study, the characteristics and the importance of apparel advertisements and the changes of modern Korean men's fashion trend were reviewed. On the basis of the theoretical investigation, this study analyzed 932 pictorials from Joongang Magazine, Shin Dong-A, Bokjangwolbo, Meot, Men's Life, WWD, and S.F.F.A's photograph album, published from 1962 to 1998. Content analysis method was used to analyze the content of magazines and pictorials. The 932 samples are classified into apparel types, silhouette, pattern, color, type of breasts, shape of collar, number of button, type of inner wear. Frequency and $x^2$-test were conducted using a SAS statistics package to analyse the data. The results were as follows. The two-piece style prevailed in men's wear during the 60s, 70s, and 90s, while separate style prevailed during the 80s. H silhouette was the most popular during the 60s, 70s and 90s, however, X silhouette dominated the 70s. For patterns, solids were most frequently used throughout the whole 4 decades. In colors, gray was most frequently used during the 60s, and multi color was most frequently used during the 70s, 80s, and 90s. Throughout the whole decades, single breast, tailored collar, two buttons, and dress shirts were the most prevalent styles.

• Journal of Fashion Business
• /
• v.10 no.6
• /
• pp.52-62
• /
• 2006

The purpose of this study is to investigate the changes of modern Korean men's pants design from 1962 to 1998 by reviewing fashion magazine advertisements and pictorials. For theoretical study, the characteristics and the importance of apparel advertisements and the changes of modern Korean men's fashion trend were reviewed. For sample selection, first, 932 pictorials of men';s wear designs from Joongang Magazine, Shin Dong-A, Bokjangwolbo, Meot, Men's Life, WWD, and SFAA's photograph album, published from 1962 to 1998 were selected and then excluded some samples that could not clearly identify the pants design. Content analysis method was used to analyze the content of magazines and pictorials. The final samples are classified into pattern, color, length, silhouette, and existence or non-existence of turn-up. Frequency and $x^2$-test were conducted using a SAS statistics package to analyse the data. The results were as follows. ; (1) Solid pattern was the most prevailed throughout the last four decades and followed by stripe, check, the others, abstract, dot and floral. There is no significant difference in the type of men's pants pattern between each decade. (2) It showed a significant difference in colors of men's pants between decades. The colors in men's wear are divided into nine categories and the order of occurrence are as follows; multi-color is the most frequently shown and followed by brown, gray, blue, black, green, pink, yellow, and red. More various colors appeared over the period, however, multi color was the most popular in all decades but in the 60s. (3) Full length of pants style occupied more than 96% throughout all four decades. Due to the popularity of sports wear in men's fashion during the 90s, the shorts style appeared not only in sports wear and casual wear but also in suit style. (4) There is a significant difference in silhouette of men's pants between decades. The silhouette of men's pants were divided into four types and their order of occurrence are as follows; basic, baggy, fitted, and loose silhouette. Basic silhouette was the most prevailed throughout the whole four decades. (5) A significant difference was shown in the existence or non-existence of turn-up of men's pants between decades. Non-existence of turn-up of men's pants was the most prevailed throughout the whole four decades.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.18 no.5
• /
• pp.716-726
• /
• 1994

The present study was conducted to analyze the type of appeal and constituent unit's expression of apparel advertising appeared in women's magazine through content analysis. The research questions raised for this study were: (1) Are there any differences in the type of appeal between outwear and uderwear, men's and women's outwear, and formal wear and casual wear advertising ? (2) Are there any differences in the type of appeal and constituent unit's expression of apparel advertising between the late of 1980's and the begining of 1990's ? "Women Sense", founded on August 1988, was used as research materials for the study. And the period of analysis was from September 1988 to March 1993. In order to reduce biases of monthly issues in magazine, the apparel advertisements for analysis were selected from March, June, September and December issues. A total of 348 apparel advertisements were analyzed. The data gethered were analyzed using the frequency table, percentage and chi-square test. The results were as follows: 1. The emotional appeal was used more often for apparel advertisements. 2. There was no difference in types of appeal between men's and women's outwear. Both of them frequently used emotional appeal type 3. Rational appeal and sex appeal type were used more frequently in underwear advertising than in outwear advertisements. 4. It was emotional appeal type that usually used in both formal and casual wear advertising, and sex appeal was employed more often in casual wear advertising than in formal wear advertising. 5. Romantic appeal was employed more aften in the late of 1980's than in the begining of 1990's. Sex appeal and rational appeal were used more often in the beginning of 1990's than in the late of 1980's. 6. Emotional (28.7%) and Assertion Propose Headlines (21.6%) were popular in the late of 1980's. 7. Brand Name Headline was shown most often in the begining of 1990's. 8. Emotional, Factual and Mixed Copies were generally used at all types of bodycopy. while there was no difference in types of bodycopy between the periods. 9. Direct Approach, that a model introduced advertising goods to consumer, was mainly used in illustration. There was no difference in different types of illustration between the periods.

• The Research Journal of the Costume Culture
• /
• v.10 no.1
• /
• pp.76-88
• /
• 2002

The aim of this study was to describe how the type of appeal and linguistic expression of men's wear advertisement in magazines by analyzing domestic men's and ladies' magazines published from 1990 to 1999. The periodical change in advertisement trend was also discussed. 1. Type of Linguistic expression The type of linguistic expression used in advertisements far men's wear could be classified into the following five categories : emotional expression, sensual expression, egoistic expression, informative expression, and brand name expression. The periodical trend in the use of each type of linguistic expression was as follows: the occupancy rate for the type of emotional expression was roughly 50 percent in the early 90's (1990-1993) and this percentage gradually decreased during the mid 90's (1994-1196) until the late 90's (1997-1990). Despite the decrease in occupancy rate, this type was the most commonly used. While the occupancy rate fur the type of informative expression gradually increased during the decade, occupancy growth fur the type of brand name expression was slight until its rapid expansion in the late 90's. The occupancy rate for the type of egoistic expression steadily increased during the early and mid 90's but decreased to its original percentage in the late 90's. As for the sensual expression, its occupancy was insignificant up to the mid 90's and then rapidly decreased in the late 90's. 2. Type of appeal The type of appeal used in men's wear advertisements could be classified into the four categories, sensitive appeal, sex appeal, image appeal, and quality appeal. The periodical trend in the use of each type of appeal was as follows: sensitive appeal was most commonly used during the decade ; it had an occupancy rate over 50 percent in the early 90's but the rate gradually decreased during the mid and late 90's. Sexual appeal were the least commonly used; though the occupancy rate increased during the early and mid 90's it dropped dramatically in the late 97's. The occupancy rate for image appeal gradually decreased until its growth in the late 90's. The occupancy rate fur quality appeal was insignificant in the early 90's. This percentage rapidly increased in the mid 90's but relapsed in the late 90's.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.4
• /
• pp.727-737
• /
• 2023

This study aimed to provide basic data for the design and R&D of golf wear intended for 64 people in their 40s, 50s, and 60s by identifying the needs for golfers through a survey of golf wear purchasing conditions and preferences. The findings shows that purchases are made at permanent discount stores, and information about products are discovered through TV and Internet advertisements. Golf wear is purchased once or twice a year, with annual expenditures ranging from KRW 500,000 to less than 1 million, with single purchases ranging from KRW 200,000 to less than 500,000. When purchasing golf wear, design was considered first, with women preferring white garment, while men preferred black and gray ones. Men tended to prefer a PK collar button fastening style, while women preferred a knit style with a round neckline. Women preferred semi-fitted and fitted styles, while men preferred semi-fitted and loose-fitting styles, showing significant differences. When considering the production of golf wear, the younger the age of the consumer, the more the results indicated that the design needed to look younger, so it is the necessary to design golf wear that reflects the functional need of golfer while prioritizing designs for various ages.

• Journal of the Korean Society of Costume
• /
• v.63 no.1
• /
• pp.108-119
• /
• 2013

This study examined the types and changes of collaboration in the domestic fashion industry by means of analyzing media articles or advertisement of collaboration in the domestic fashion industry that were published in Vogue and Fashion Biz between 2000 and 2011. The total number of collaboration articles and advertisements was 269, including 55 from Vogue and 214 from Fashion Biz. The data analysis was made using frequency, percentages, and the (chi-square) test. The results concerning fashion collaborations between 2000 and 2011 are as follows: First, when looking at the collaborations from 2000 to 2003, it showed that majority of collaborations during this period was done between apparel companies and individual designers. However, from 2004 to 2011, there was a increase in the number of collaborations between apparel companies and celebrities. Second, collaborations from 2000 to 2003 focused mainly on women's wear and innerwear. But, from 2004 to 2011, collaborations for casual wear has increased. And it should be noted that a rapid increase in collaborations have been observed for collaborations in sportswear and men's wear from 2004 to 2011.

• Journal of the Korean Society of Costume
• /
• v.50 no.4
• /
• pp.103-115
• /
• 2000

The purpose of this study is to provide consumers with practical information for reasonable purchasing by analyzing apparel purchasing behavior. information source use, demographic differences in terms of life style patterns, moreover, to support apparel manufacturers in producing goods and making a plan by developing more effective advertisements and efficient marketing strategy, such as media strategy. This study targeted 832 men and women wearing sports casual wear. Information source is used to analyze the data and MANOVA, ANOVA. Scheffe is employed for post-inspection and demographic bases are based on the frequency of each type. The followings are the conclusions of this study : 1. In case of print media, TV, PC factor, fashion advocates and individuality advocates most frequently used information source. In case of purchasing experience factor, individuality advocates skewed higher frequency than conformity type. and then, in case of observation information use factor, individuality advocates were ranked as the highest and conformity type as the lowest. In case of human information use factor, fashion advocates and individuality advocates showed higher frequency than practical type and conformity type. 2 In case of female, Individuality advocates was ranked as the highest. In case of male, practical type and conformity type were rank as the highest. Fashion advocates ranked as the lowest in any case. 3. Individuality advocates were ranked as the highest among people aged 14 to 16, practical type among 17 to 19, conformity type among 20 to 23, conformity type among over 20. 4. Middle school students tended to be the individuality advocates, high school students the practical type, university students the practical type and the conformity type, and company workers conformity type.