• 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.