여성잡지 광고이미지에 니트의류가 미치는 영향

Abstract

The purpose of this study was to investigate the impact of knitted clothes which models of product advertising except apparel products in the women's magazine wear on ad images. The researcher used a content analysis by choosing the women's magazine which the 30-40s women see frequently and selecting only ads that models wear knitted clothes in ads from October 2015 to September 2016 as research methods. As items analyzed, there were advertising products, the year and month of publication of the magazines, the age and gender of models, knitted clothes models wear. The result of the study are as follows. In other words, the degree of wearing the knitted garments in the women's magazine appeared in the order of June(12.2%), December(11.7%), May(11.2%). advertising models had the high frequency of creating the atmosphere of being alone or family. The gender of models appeared in the order of women(61.2%), men and women(21.2%). In the products of ads, pharmaceuticals was the highest, followed by appliances and cosmetics. In the knitted items worn in ads, the frequency of crew neck T-shirts was highest, that of shirts, one-piece dresses, cardigans. In the image of models, natural image, classic image were higher. In the above information, it could be seen that knitted clothes has been worn by models in ads all-year-round regardless of the season, and natural images were produced most.