• 패션비즈니스
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• 제6권3호
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• pp.69-83
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• 2002

The purpose of this study was to offer basic resource for effective advertising strategy of men's apparel by analysing the characteristics of the appeal types in the men's apparel ads. 272 photographs were collected the following magazines ; fashion magazine, men's magazine, luxury magazine, woman's general magazine, and fashion professional magazine. It was related to the men's apparel ads of magazines above from January to December of 2001. The results of this study was as follows; Appeal types of apparel advertising in men's apparel were divided into style appeal, informercial appeal, sexual appeal, lifestyle appeal, image appeal, and masculinity appeal and appeared other appeal types according to men's fashion style, brand types, and magazine types. It also was closely connected with the men's market positioning. Consequently, the study will be helpful to plan the effective and economic strategy of men's apparel ads.

• 복식
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• 제37권
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• pp.191-209
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• 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.

• 한국중재학회지:중재연구
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• 제20권1호
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• pp.3-20
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• 2010

Traditionally, finality has been regarded as one of virtues of arbitration. However in many cases absence of appeal process in arbitration is also a factor deterring people from choosing arbitration. Even though unsatisfied party may resort to a court for annulment of an award, it is allowed only when there are procedural defects. When there are substantive defects in matters of fact or matters of law, it is not easy or almost impossible to bring the case on the table again. The introduction of arbitration appeal process has been discussed in international arbitration fora, and some countries have already been adopting appeal process. Realizing this trend, it is time for us to consider adopting similar appeal process. Arbitration being based on the party autonomy, there's no good reason to prohibit appeal when the parties agree to do so. Arbitration appeal should be allowed within arbitration system itself, rather than resorting to a court, so that many virtues of arbitration can be maintained in the appeal. In designing an arbitration appeal system, following measures should be considered: minimum amount in dispute to trigger the right of appeal should be set in order to reduce the volume of appeal; losing appellant should be responsible for the legal cost of his opponent in order to deter non-meritorious appeals; time limits on initial appeal application and subsequent briefs should be set in order to accelerate appeal process; and, appeal tribunals should be composed of more experienced arbitrators in order to provide more accurate award. If we are equipped with a well designed appeal process within arbitration system, Korea will be able to emerge as an attractive international arbitration forum.

• 한국의류학회지
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• 제18권5호
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• pp.716-726
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• 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.

• 한국의류학회지
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• 제22권2호
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• pp.267-278
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• 1998

The purpose of this study was to investigate the degree of self-monitoring (SM), the task situation and the appeal type of advertising impact on consumer behavior: in inner wear purchase. Information for the study was obtained with the use of experimental design. the experimental materials for the study were two-type inner wear advertisements (image appeal Ad/product appeal Ad). The subjects were 270, who were randomly sampled women undergraduate students in Korea, and main-test subjects (70 high SM subjects/69 low SM subjects) were assigned to the cells of 2 (self usage/gift-giving)x2 (quality appeal Ad/image appeal Ad). According to the 2x(2$\times$2) mixed factorial design, the level of SM score, the type of task situation score and the level of appeal type of advertising score were compared and tested by analysis of ANOVA. The results of experiment were as follows: 1. Experimental 1. the results showed the product preference on inner wear was the significant 3-way interaction effects among the degree of SM, the task situation, and the appeal type of advertising as well as the significant main effects of the appeal type of advertising. That is, the situation impact differs from the appeal type of advertising according to the degree of SM. 2. Experimental ll. the results showed the purchase intention on inner wear was the significant 2-way interaction effects between the appeal type of advertising and the task situation as well as the significant main effects of the appeal type of advertising and the task situation. That is, there is considerable difference in gift-giving situation rather than in self- usage situation according to the appeal type of advertising.

• 복식
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• 제39권
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• 한국패션뷰티학회지
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• 제2권2호
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• pp.59-70
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• 2004

The purpose of this study were to find out appeal types and variation of make-up image and make-up style in cosmetics advertising. The research of this study were collected from cosmetics advertisement printed in Amole Pacific Cosmetic industry from $1970{\sim}2004$. The results were as follow: 1. A cosmetics advertisement appeal were three types. it were models and products appeal advertisement as emotional appeal, products-appeal and mixed appeal advertisement. 2. A variation of make-up image were different by the time. In the 1970s make-up were model empersis eye-line and colorful make-up were classic and active make-up image. From the 1980s various color make-up were used and persuited of individuality and started to appeal that were romantic and elegance image. In the 1990s multi-color make-up image were manish and modern used ambivalence and multi-message, and in the $2000{\sim}2004$ natural and romantic-sexy remarkable make-up image were used of new concept of beauty.

• 융합경영연구
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• 제10권1호
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• pp.27-37
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• 2022

Purpose: This study investigates how to successfully promote the smart product bundle by exploring (1) how consumers' adoption intention toward a smart product bundle differs by the complementarity level of the bundled items and (2) how the ad appeal type influences the effect of complementarity level on adoption intention via goal fluency. Research design, data and methodology: This study was a 2 (complementarity level: low vs. high) × 2 (ad appeal type: attribute vs. benefit) between-subjects experiment. The proposed hypotheses were verified using analysis of variance (ANOVA) and bootstrap analysis using PROCESS. Results: This research demonstrated that adoption intention toward smart products increases when the complementarity level of bundled smart items is high. Goal fluency underlies this relationship. Further, attribute versus benefit appeal type moderates the relationship between the complementarity level and goal fluency. Conclusions: Compared with the attribute appeal, benefit appeal leads to higher goal fluency when the complementarity level of the bundled items is low. However, there was no differential impact of appeal type on goal fluency when the complementarity level of bundled items is high. Finally, goal fluency mediated the interaction of complementarity level × ad appeal type on adoption intention.

• 한국콘텐츠학회논문지
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• 제14권1호
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• pp.109-118
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• 2014

본 연구는 언더웨어 브랜드 광고를 직접적 섹스어필 광고와 은유적 섹스어필 광고로 구분하여 비교 분석을 시도하였다. 섹스어필 광고 표현의 차이에 따른, 광고태도, 브랜드 태도, 구매의도를 성별, 디자인 전공 여부를 중심으로 통계 분석하여 효과적인 광고 표현의 가능성을 모색하였다. 연구결과 언더웨어 브랜드의 특성상 직접적 섹스어필 광고가 여성에게 효과가 높다는 결론을 도출하였다. 또한 은유적 섹스어필 광고에 대해 남성이 광고 태도 및 브랜드 태도, 구매의도에 높은 호감도를 나타내는 것을 알 수 있었다. 디자인 전공 여부에 따라서는 직접적 섹스어필 광고와 은유적 섹스어필 광고 선호도는 차이가 없는 것으로 나타났다. 결과적으로 언더웨어 광고에서 직접적 섹스어필 광고의 경우 섹스어필이 상품의 이미지와 조화될 때 여성에게 효과를 극대화 시킬 수 있다는 점을 확인할 수 있었으며, 남성은 언더웨어 브랜드광고에서 은유적 섹스어필 표현에 관심을 보이고 있음을 알 수 있었다.

• 패션비즈니스
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• 제27권1호
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• pp.140-155
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• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.