A Study on the Expression of Apparel Advertising in Men's Apparel
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Abstract
The purpose of this study was to offer basic resource for effective advertising strategy of mens apparelby analysing the characteristics of the appeal types in the mens apparel ads. 272 photographs werecollected the following magazines ; fashion magazine, mens magazine, luxury magazine, womansgeneral magazine, and fashion professional magazine. It was related to the mens apparel ads ofmagazines above from January to December of 2001. The results of this study was as follows; Appealtypes of apparel advertising in mens apparel were divided into style appeal, informercial appeal, sexualappeal, lifestyle appeal, image appeal, and masculinity appeal and appeared other appeal typesaccording to mens fashion style, brand types, and magazine types. It also was closely connected withthe mens market positioning. Consequently, the study will be helpful to plan the effective and economicstrategy of mens apparel ads.