패션 광고사진의 에로틱 이미지에 따른 소비자 반응 연구

Abstract

The main objective of this study were to investigate the consumer responses which represented sexual image and erotic image of fashion photography. The results were as follows : First, Customers expressed negative reaction to the image of homosexual love. We have to be more careful of homosexual love, which still is typical way to express eroticism, when we work out strategy of domestic fashion advertisement, and positively utilize the way of expression, which can attract customer’s gaze naturally. Second, The suggestive and indirect expression of sex was highly valued than direct expression of sex by customers. So we need to make image, which can highlight imagination and psychological side, by proper sexual expose, symbolize and suggest, more than sensuous and decadent expression. Third, The attractiveness and preference is more related with sexual image than erotic image. By survey, all of the photography acquired over average point in attractiveness and preference, especially the second photography which model exposed body the most. On the contrast, preference of female model’s homosexual expression was the lowest. It is because women can feel they are treated as sexual target, if the dvertising model is plainly tempting. In conclusion, the preference of fashion advertisement have different effect according to sexual image and erotic image, and there can be different response about same sexual image according to way of expression.