• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1015-1027
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• 2012

This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.

• Korean Journal of Human Ecology
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• v.17 no.6
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• pp.1215-1224
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• 2008

This research has measured the indoor environment of thirty hair salons, which are located on Gunsan-Si, Jeonlabbuk-Do, from April 1st to April 30th 2005, to examine the related factors on a work environment of hairdressers and a revelation of respiratory symptom, and has polled 260 hairdressers and 350 office workers. After measuring the physical environment of hair salons, the room temperature, the relative humidity and the illumination was in an agreeable range, and 60 percent of hair salons depended on the natural ventilation through the windows. The levels of acetone, toluene and xylene, which were measured at the hair salons, were all under the safety standards (p<0.05), but these are still harmful and volatile matters, so they can be bad for your health by the contact of skin and respiration. The harmful factors that affect a revelation of respiratory symptom were the group who has many exposures of permanent wave or bleaching/dyeing and not many experiences of hairdressing work, the group who smokes every day, and the group who never exercises at all (p<0.05). This result shows that there are possibilities of health problem for hairdressers from the constant and repeating hairdressing works with the exposure of chemicals such as the permanent, bleaching and dyeing. so that hairdressers recognize that they need appropriate ventilation facilities for their agreeable indoor-environments. And also, to prevent the direct exposure of chemicals as much as they can, they need to have an active management of an individual health care by wearing gloves, mask or something like that.

• The Korean Journal of Community Living Science
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• v.15 no.1
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• pp.17-26
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• 2004

Not much is known about Korean clothes from past centuries. Fortunately, we are able to make some inferences based on various sources of data other than the actual clothes themselves. Historical records such as Kim Hong-do's Pungsokhwa Pieces, well known to us, vividly depict features of the costume and the lifestyle of his time along with contemporary Korean humor and atmosphere. Kim Hong-do is the artist who, having accomplished pictorial refinement, recognized social change and took this into his artistic world late in the 18th century. The ruling classes, in contrast, tended to adhere to anachronistic medieval philosophies in a gradually changing society. In this study, Kim Hong-do's Pungsokhwachop, Treasure No. 527, preserved in the National Museum of Korea, was viewed from a new perspective, and it was discovered to have assorted the costume and culture of ordinary people according to their life styles. Fourteen of the pieces depicted how common citizens made their living, three described love affairs, five depicted people at play, md the rest showed elements of education, wedding ceremonies, and shamanism, respectively. Various types of clothing were observed reflecting the life styles of ordinary people, and a somewhat bold exposure of body was noticed in women's fashion in the late Chosun Dynasty. They chose clothing as they pleased to fit their jobs and functions, which produced elegant self-regulation and creativity based on practical beauty. A hat - yet to be found as a relic - appeared in Blacksmith's Workshop, and revealed the changing social customs of the late Chosun Dynasty in the 18th century. It is hoped that the results of this study will serve as a valuable reference point for the globalization of Korean clothes.

• Journal of the Korean Society of Costume
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• v.63 no.6
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• pp.140-149
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• 2013

The study aims to suggest new skirt designs through a modernistic application of the silhouette of Hanbok skirts. It also aims to promote the aesthetic beauty and excellence of Hanbok to the world by using Hanbok skirts that best express the beauty of Korea as motifs, and to promote a pride in Korean culture through a reinterpretation of Hanbok skirts. The study was focused on examining Hanbok skirts from the Three Kingdoms era to the Joseon Dynasty, and the skirts in each era were compared to western silhouettes to suggest design centering on the characteristics of each silhouette. As for the theoretical background, shapes were classified according to waist-grip, the width and length of a skirt, wrinkles and ornamental lines, before being compared to skirt silhouettes of western costume. As a result, it was found that Hanbok skirt silhouettes in the Three Kingdoms era were similar to the A-Line silhouette of western costume, the Empire silhouette of unified Silla, the H-Line silhouette of the Goryeo Dynasty, the Bell-Line silhouette of the Joseon Dynasty and the Bustle Style applied to ceremonial costume in the early Joseon Dynasty. The researcher suggested five skirt designs by applying the above-mentioned five silhouettes, confirming the research premise that Hanbok skirt silhouettes are as diversified as those found in western costume. Designs were suggested for each silhouette, and are expected to lead to the development of designs befitting future trends and concepts through detailed research and development on Hanbok skirt silhouettes.

• The Research Journal of the Costume Culture
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• v.16 no.6
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• pp.1050-1063
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• 2008

A movie is a fiction made on a basis of an author's and a writer's imagination, but all sorts of properties mixed with each other and most realistically expresses the era which becomes the background of a movie and acts as a carrier that connects designers with consumers. Thus, this study was carried out to review how the fashion products that designer's intention and commercial value added are expressed in collections by comparing and analysing the costumes in the movie "The Great Gatsby" that described the life of America's upper-class in 1920s and the 04 S/S Y&Kei collection which were proceeding after getting inspiration from this movie. For this, literature materials were inspected in order to make a theoretical review on social and cultural background and costumes history background in 1920s and the photo materials on movie costume were collected and analysed using DVD video captures, as well as the photo materials on 04 S/S Y&Kei were collected and analyzed through the institute providing domestic fashion information. The following conclusion was deduced through this study. First, in 1920s which becomes the background of this study, the slim shape of Flapper which looks like a young and boy became an ideal figure condition and the straight silhouette with low waist line and the short skirt that rose to knee was popular. Second, as a result of analysing movie costume by classifying it in silhouette, colors, and materials, straight silhouette of low waistline with a near colored - tone seen in the pastel series, including white, beige, pink, and gray was mainly constituted and the metal colors like silver and gold were used. As a material, chiffon, satin, velvet, flower patterned prints, and beads were used, which represented luxurious life of women in the upper classes. Third, as a result of comparing and analysing, it turned out that there was a similarity. However, in dress collection for a heroine, some dissimilarity differentiated from a movie costumes was found out in that the dresses in collection expressed moderate beauty and modernism and elegant beauty at the same time by matching a variety of materials and using black color.

• Journal of the Korean Home Economics Association
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• v.38 no.1
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• pp.75-87
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• 2000

The aims of this study are to establish a mode of housing life style that meet the demands of families living in big cities, and the contribute to the development of a better housing life style pattern by considering metropolitan residents' choice of housing and basic concepts of their behavioral patterns. The results of this study were as follows: 1. Value orientation of family life was divided into value orientation of family and value orientation of housing. Value orientation of family was constituted of four factors such as 'harmony', 'leisure and hobbies', 'individual development and its support' , 'education' . Value orientation of housing is constituted of three factors such as 'physical characteristics of house' , '\`environmental condition', 'socio-economic conditions of housing'. The comprehensive life values were constituted of six factors such as 'the importance of communal family', 'the importance of housing decoration and housing life benefits', 'the importance of security and holding environment' , 'the importance of familial harmony', 'the importance of privacy', 'the importance of convenience and natural environment'. Based on three factors, were found to be fine types of value orientation of family life which were 'pursue healthy of family', 'comfort of family', 'clean environment', 'convenient environment', and 'harmonious relationship among family members'. Variables influencing the value orientation of family life were property and price of housing. 2. Consumption propensity when buying house, furniture and durables were constituted of four factors which were propensity to 'beauty', 'fashion', 'tradition and symbol', and 'pragmatic use'. Based on these factors, there were found to be four types of consumption propensity when buying house, furniture and durables which were 'fashion', 'tradition and symbol', 'beauty', and 'pragmatic use'. Variables influencing spending habits were found to be objective social class (SES), types of residence, wife's educational background, and price of housing. 3. Propensity to using space were constituted of three factors which were 'convenience', 'politeness and social grace', and 'housekeeping'. Based on these factors, there were found to be three types of propensity to using space which were 'individuality', 'convenience', and 'politeness and housekeeping'. Variables influencing propensity to use of space were found to be objective social class (SES), wife's educational background, types of homeownership and price of housing 4. According to this study, there were found to be six patterns of housing life style: 1) family that seeks formalist life, 2) family that seeks harmonious life, 3) family that seeks active healthy life, 4) family that combine various factors, 5) family that seeks convenience, 6) family that stresses environment.

• Journal of Fashion Business
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• v.11 no.2
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• pp.76-91
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• 2007

The domestic market for scalp care and hair loss management reached 1 trillion won. The market for hair loss management is expected to expand further. Systematic scalp and hair care services, such as scalp scaling, scalp massage, equipment maintenance, scalp care products sale, and care program based on scalp and trichology are provided. This study examined the status of hair loss management and use of hair care products by people experiencing hair loss and the level of their satisfaction. In addition, this study presents basic data for the effective hair loss management and marketing strategies for scalp and hair loss clinics. The results are as follows. 41.2% of the study subjects were in their 20s, and 66.6% of the study subjects were women. As for the hair loss symptoms, 45.2%, the largest percentage, had thin and wispy hair and more women had thin hair than men. 80.0% of men had oily hair. As for the scalp condition, 39,3% had oily scalp. As more women experience hair loss, 39.6% had female pattern hair loss and 31.0% had male pattern hair loss. As the largest percentage of people experiencing hair loss was in their 20s, 33.4%, the largest percentage, had the onset of hair loss in their early 20s. 34.1%, the largest percentage, reported having used the clinic for less than 1 month. The older the subject, the longer the length of hair clinic use. As for the average number of monthly hair loss clinic visits, 28.2%, the largest percentage, said 3 times. As for the hair loss management product use, 61.9%, said they do not use it and 38.1% said they use it. 5.6%, the largest percentage, used Davines at home and 9.6%, the largest percentage, used Kerastase at the clinic. As for the experience of hair loss product previously, 84.5% said they had no experience and 15.5% said they had eThe following are related to the satisfaction level of hair loss management. xperience. 5.0%, the largest percentage, reported having used Daenggimeori. The following are related to the satisfaction level of hair loss management. 32.8%, the largest percentage, said the effect of hair loss management lasted less than 6 monthas. As for the satisfaction levels on hair loss management program, service, skill of the hair specialist, hygiene, and hair loss management products, most people indicated between average and somewhat satisfactory levels. As for the satisfaction level on the cost of hair loss management, most people indicated average satisfaction level. As for the element essential to hair loss management, 39.0%, the largest percentage, indicated development of effective and specialized programs, 28.2%, indicated low price, 25.1%, indicated systematic and professional education of the hair specialist, 4.6%, indicated marketing and promotion, 2.5%, indicated service quality, and 0.6% indicated others.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1731-1741
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• 2010

Personal appearance attitude about the ideal beauty is influenced by the context of the culture one belongs to. In a cultural sphere the higher public self-consciousness individuals have then the more sensitive one would be to the sociocultural pressure about thinness and thus the higher the expectations about the ideal appearance. Accordingly, in that culture one would have more body shame when they do not reach the ideal beauty standard. This study examines the difference between Korean and German culture, with a focus on the age group of university students who are especially sensitive to aesthetic consciousness. The results are as follows: There were differences of public self-consciousness, perceived sociocultural pressure, appearance internalization, appearance awareness and body shame between the two cultural spheres; in addition, Korean female university students were significantly higher in all the variables when compared to German female university students. The higher public self-consciousness and perceived sociocultural pressure then the higher the internalization of the ideal appearance; the ideal appearance awareness increased the body shame. In the case of the German female university student group, public self-consciousness influenced body shame directly; however, in case of the Korean female university student group public self-consciousness were not directly affective. Rather, perceived sociocultural pressures directly affected body shame and showed the difference between the cultural spheres. Finally, in regards to the direct effect about body shame, the German female university student group noted the influence of public self-consciousness as the most significant; however, the Korean female university student group noted the influence of sociocultural pressure as the most significant.

• Journal of the Korean Society of Costume
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• v.60 no.3
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• pp.84-98
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• 2010

This study aims to present basic materials to promote the importance of make-up design in advertising images and designing effective perfume advertisement by looking at features such as colors, forms, patterns, and material feels, the elements of make-up designs shown magazine advertising images for various perfume brands. The features of make-up designs shown in Anna Sui and Bvlgari perfume advertisements are as the following. Among 9 images in Anna Sui advertisements, 5 displayed mat-like skin feels. Among shadow colors, brown colors accounted for over half, 5 out of 9 while pink colors accounted 5 out of 9 for cheek make-up. Among 7 images in Bvlgari advertisements, pale blue skin colors accounted most, 5 out 7. 4 out of 7 displayed mat-like skin feels and 4 out 7 were in pink colors for lip make-up. Anna Sui brand was found to use a bold and unique makeup design for each perfume advertisement according to the designer's fashion orientation tendency to pursue unique, vintage-style, and romantic images whereas Bvlgari focused on make-up to emphasize elegant and refined female beautify according to the company philosophy of pursuing elegant and high-class images. Namely, it was determined that the BI(brand image), the images a company pursues is related to the MI(make up image), the make-up images in advertisements.

• The Research Journal of the Costume Culture
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• v.16 no.3
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• pp.588-594
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• 2008

Lookism is spread largely because many people think beautiful people are treated better and receive more favors. This trend has been influenced by mass media and impacted by commercial marketing strategy. The expectation for the beauty have risen higher than ever. People expect beautiful body and beautiful face which are more difficult to meet the standard of beauty. People desire tall and skinny body. The purpuse of this study was to find out body image from college females in the age which they are very sensitive to appearance. This research focused to find out how they perceived their own body shape and their perception of the most ideal body shape. Measuring tool for the research was 9 pictures of body silhouette from very skinny to very fat. To analyse the respondents' objective body image, Body Mass Index were employed. The result of this research indicated that there were distinct differences between their subjective body images and ideal body images. This result indicated that they were not satisfied with their own body shape and hence they were not confident towards their body images. Even though their objective bodies were normal or under weight, they still felt they were over weight. This meant their body images were misrepresented. They preferred thinner bodies even though their bodies were perfectly normal and healthy. But these misrepresented body images could be unhealthy physically, psychologically, or socially. These results showed that college females were overly obsessive with superficial appearance rather than improving ones capability to be more competitive in the society. From this research, I tried to find out perception of body image and it's distortion which was debated a lot in our society. I also want to provide basic reference material for establishing the body image study.