• 복식
• /
• 제37권
• /
• 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.

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

• 복식
• /
• 제39권
• /
• pp.283-299
• /
• 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.

• International Journal of Human Ecology
• /
• 제15권1호
• /
• pp.64-71
• /
• 2014

This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

• 한국의류학회지
• /
• 제23권7호
• /
• pp.1040-1051
• /
• 1999

The objective of this study was to search out the motive and it's degree of the advertising involvement and to verify how the consumer's reaction have influenced on the effect of the advertising. In this study the questionaries used and objects were 236 working women form 20 to 39 years old. The dates were analyzed by reliability mean standard deviation percentage Duncan test t-test factor analysis correlation ANOVA and regression. The outcome of the analysis can be as follows : 1. Consumer's advertising involvement in the clothing goods was standing on 'Emotional' 'Expressional' or 'Economical' position. Among the factors affecting the consumer'sbehaviors. 'Usefulness' 'Like or Dislike' or 'Uniqueness' are the major 3 bases for perceptive evaluation 'Activity' 'Uncomfortableness' and 'Tranquility' are the 3 factors extracted from consumer's emotional reaction. 2 There was little difference in the size of advertising effect among the cluster types classified by each difference motive of the clothing advertising involvement. 3. Perceptive evaluation of the types of advertising appeal the non-sex-appeal advertising was inclined to "Usefulenss' or 'likes' while the sex-appeal advertising depending rather highy on 'Uniqueness' In respect of emotional reaction "Tranquility' was on non-sex-appeal advertising while more 'Activity' or 'Uncomfortable' feeling were on sex-appeal advertising. 4. In the light of 'advertising style' 'brand image' or 'purchase stimulation' the non-sex-appeal advertising was rather favorable received by the consumer's than the sex-appealing one. 5. All those surrounding factors excluding the 'uniqueness' are closely co-related to purchase stimulation.

• 한국디자인학회:학술대회논문집
• /
• 한국디자인학회 2002년도 가을학술발표대회 디자인학 연구
• /
• pp.24-25
• /
• 2002

• 한국의류학회지
• /
• 제18권5호
• /
• 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.

• 한국의류학회지
• /
• 제25권2호
• /
• pp.358-365
• /
• 2001

The purpose of this study was to investigate the relation between various aspects of multiple body image and clothing behavior i.e. individuality/self expression, body improvement, social approval, sex appeal. The data were collected from 498 female university students in Seoul and Kyong Ki Province and analyzed using factor analysis, Pearsons correlations, reliability test, analysis of variance, and multiple regression analysis. The results of this study were as follows: 1) Four dimensions of multiple body image were identified : appearance, body attractiveness, degree of fitness and atheletic skill. 2) Perception on appearance and fitness aspect of multiple body image has a positive correlation with all aspects of clothing behavior i.e. individuality/self expression, body improvement, social approval and sex appeal of clothing behavior. Body attractiveness and atheletic skill of multiple body image also had a positive correlation with individuality/self expression, and sex appeal.

• 대한가정학회지
• /
• 제37권11호
• /
• pp.97-113
• /
• 1999

The purpose of this is to analyze the perception of sex image by feministic fashion based on the theory of feminism, which has been developed since the 1960’s. Feministic fashion is divided 8 style and analyzed. For this study, surveying photo of feministic fashion and making out questionnaires. The data was collected from 391 university student(184 male, 207 female) living in Taegu and Kyoungpok and is analyzed by factor analysis, t-test. The result are as follows: 1. The Tendency of perceiving Feministic Fashion’s Sexual Image Male had more positive view on the sexual image of see-through and Body-conscious styles than female. And male showed more negative view on the sexual image of lingerie, punk, madonna or disorganized style. There was no significant difference between male and female in their opinion on the sex appeal of fashion that exposed some physical part. Concerning the sexual image of unisex mode, both male and female had an idea that it had nothing to do with sex appeal. Regarding the preference for sex-expressive fashion, they favored see-through and Body-conscious styles most. 2. In relation to clothing behavior toward sex-expressive fashion, both male and female generally revealed a negative view on fashion that exposed physical part and provoked an impression of keen sex appeal. 3. Sexual perception degree about the body, in physical exposure, that physical part from which they felt sex appeal most was the breast. What they most wanted to emphasize was the breast, too. As a physical part that caused their rejection symptom and made them feel hatred both and female pointed out the hips.

• 한국의류학회지
• /
• 제33권6호
• /
• pp.929-937
• /
• 2009

본 논문은 성적소구의 패션 POP 광고맥락에서 노출유형과 할인율 메시지 사용에 따른 커뮤니케이션 효과의 차이를 규명하는 데에 목적이 있다. 이를 위해 성적소구유형(완전노출, 반노출, 밀착, 비노출)과 할인율 메시지(유/무)를 집단간 조건으로 상정하고, $4\times2$ 요인설계로 각 조건에 35명씩 무작위로 할당하여 총 280명의 남녀 대학생을 대상으로 실험을 실시하였다. 그 결과, 성적소구 패션 POP 광고의 노출유형에 따라 광고감정, 광고태도, 브랜드 태도에 있어 유의한 차이가 있는 것으로 나타난 반면, 할인율 메시지 적용 유무에 따라서는 유의한 차이가 없는 것으로 나타났다. 또한, 광고인지에서 노출유형과 할인율 메시지 사용에 따른 상호작용 효과가 있는 것으로 나타났다. 본 연구는 실제 패션매장의 매출액 제고를 위한 성적소구 패션 POP 광고의 유형과 성적소구 패션 POP 광고에서의 할인율 메시지의 적용 여부에 대해 전략적 시사점을 제공하고 있다.