• International Journal of Costume and Fashion
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• v.5 no.2
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• pp.68-77
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• 2005

In contemporary advertising market, one of main trends is to speak surrealistic visual language which provides 'enjoyable spectacles'. Specially, in the beginning of 21st century, there discovered more and more exhibitions and discourses about surrealism reinterpreted from the viewpoint of postmodernism. Surrealism as a creative style of expression based upon free association, has been a great inspiration for fashion ads for commercial communication as well as fashion design since its origin. However, there has been ignored the idea of analyzing surrealistic image expressed in fashion ads in spite of their flood. Accordingly, the purpose of this study is to grasp its cultural meaning through analyzing aesthetic characteristics of surrealistic image expressed in fashion ads. It will provide a better understanding of surrealistic image in fashion ads reflecting popular taste and preference directly as popular visual culture, focusing on post modern context. A case study of surrealistic fashion ads limits to TV or print commercials and digital ads as image ads stimulating visual expressions. The Results can be summarized as follows. Surrealism is an avant garde style which deconstructs the established meaning system as well as the existing formalistic order and then put them together in the frame of 'dream' and 'unconsciousness'. Defamiliarization questioning the whole edifice of representation can be adapted to. By means of paradox and metaphor, unfamiliar new visual world can be represented. The plastic characteristics of surrealistic image in fashion ads are founded as surrealistic styling of time and space, distortion of object by methods of automatism, depaysement, parody and trompe-l'oeil which bring about the deconstruction of gestalt. Aesthetic values of surrealistic fashion ads appear as dualistic representation, allegoric symbolism, fantastic romanticism. Ultimately they lead to marvelous. mysterious, humorous visual effects. Foster reinterpreted these effects of surrealism from Freud's 'Uncanny Concept'. 'Uncanny' means the phenomenon recurring to familiar being defamiliarized by repression. Surrealistic fashion ads strengthen this shocking effect more and more dramatically in company with our post modern needs for fantastic adventure and thrilling spectacle. It can be thought that surrealistic fashion ads reflects uncanny as an alternative which can relieve us of our stress and anxiety and which realize our potential desire in contemporary post industrial stage.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.7
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• pp.882-891
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• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

• Journal of Fashion Business
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• v.26 no.2
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• pp.1-14
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• 2022

Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

• Journal of Fashion Business
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• v.6 no.3
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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.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.3
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• pp.37-56
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• 2016

Gestalt psychology is a theory of psychology to organize separate stimuli perceived by people's vision to incorporate them into significant types, and this also is applied in terms of the brand awareness of consumers. This study considered which influence the Gestalt psychology theories have upon the fashion consumers' information processing in fashion advertisement. The results are as follows. The principles of the totality and the perceptual organization in the Gestalt psychology are allowing fashion consumers to perceive information through advertisement and to be capable of understanding it a little more easily and clearly in the process. As for the principle of totality, an integrated Gestalt was formed by combining the stimulant elements of fashion ads and the brand schema of consumers. The principles of figure and background that were part of the perceptual organization theory enabled the consumers to pay attention to, choose and focus on some of the objects of perception in an easier and faster way. The principle of perceptual grouping was used to draw attention from the consumers by simplifying the objects of perception and then by combining them or making them look complete. Therefore the more advanced application of the principles and laws of Gestalt psychology is expected to make fashion consumers' way of looking at ads more well balanced and positive in a more efficient and convincing manner.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.683-694
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• 2015

This study defines the concept of triple media and examines various marketing media that influence a consumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searches related to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumers who visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764 questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads, campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in owned media, and two factors (channels of social network services, channels of direct promotion) in earned media. Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotional activities, product power, and customer service). The teenager group showed significantly low usage of campaign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high among teenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality when evaluating clothing and are most likely to value product power. Additionally, women show significantly high usage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicality and promotional factors than men. The theoretical and managerial implications of the findings are discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.9_10 s.146
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• pp.1230-1240
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• 2005

The purpose of this study was to apply a scientific and systematic method for assessing fashion goods' TV ads effects by EEG and questionnaires as determined by the type of ads appeal. Ads stimulants used in the survey were limited to underwear and sportswear that were advertised during $2000{\sim}2002$ on TV: 4 information-transferring and 4 emotion-evoking ads were used. Subjects were thirty healthy male and female college students. EEG was extracted from six lobes and the recorded EEG was analyzed by the range of frequency of ${\theta},\;{\alpha}\;and\;{\beta}$ waves. Data were analyzed by SPSS 11.0 with reliability test, $x^2$-analysis, t-test and frequency analysis. The emotion-evoking ads showed higher scores in memory, recall and attitude towards the ads. The responses of ${\theta}\;and\;{\alpha}$ wave were active throughout the ads but the response of ${\beta}$ wave was not. The results by the survey and the EEG test showed high similarities, indicating the EEG tests could be used as the supplementary tool for measuring ads effects.

• The International Journal of Costume Culture
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• v.7 no.1
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• pp.17-27
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• 2004

Using semiotic analysis, visual images in selected postmodern fashion advertisements were analyzed. Semiotics is the study of the structure of the meanings of signs. Semiotic analysis involves deconstruction, and thus draws on the researcher’s value-mediated introspection and subjective interpretation of texts i.e., ads). Through deconstruction, culturally assigned meanings, which represent consumers and culture, were revealed. Postmodern characteristics including open interpretation, use of the human body as an object, multi page format, new mood, black and white scenes, use of real people, and new ideology were identified in the ads. The importance of analyzing visual images in fashion ads was stressed in the findings of the study, as was the importance of educating consumers on how to read the visual images.