의류광고의 기호학적 접근과 성역할 표현에 관한 연구

• 영문명: The Research about Sex-Role Expression and Liking Approach of Clothing Advertising
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 신영미(Shin Young-Mi) 권수애(Kwon Soo-Ae)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제2권, 65~78쪽, 전체 14쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 1999.02.01

영문 초록

The research is tried to understand the character of sex-role expression which is shown in the clothing advertising by reviewing the literature since 1970's. Man expressed in the clothing advertising in 1970' s was described as a professional and a purchaser of a luxury while woman was described that they are not independent like man and they are just changed like a worthless. The background of advertising was changed a little to social or the place of working from home. However. The advertising describing woman as a sex appeal was increased. Therefore, the woman was not yet expressed as a social independence. Also, The advertising expressing man as a traditional and a fixed idea was general. The advertising that sex role is ambiguous is getting shown with introducing of new concept that is a "Genderless" after 1990' s. It is argued whether this tendence will be momentary or continuous fashion. The concept of sex-role is greatly changed with a social change while the sex-role expression that is shown in the clothing advertising is not freed from conservatism.

목차

Abstract

I. 서론

II. 의류광고의 특성

III. 의류광고속의 성역할 개념

IV. 결론

참고문헌