패션광고에 나타난 몸의 포스트모더니즘적 특징
Postmodern Characteristics of the body in Fashion Advertisements
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
As a form of media diversified and changed by the development of technology, fashion advertisements have brought a new change in representation of the body. With this transition, the characteristics of the body, which is in an inseparable relationship with fashion, have been dramatically changed in fashion advertisements. In hugely extended media flow, fashion advertisements suggest concepts of the body that are completely different from the past and became the focus in advertisements. Moreover, the body in fashion advertisements involve the symbolisms of social and cultural backgrounds followed by their commercialization. This study analyzes the characteristics of the body in fashion advertisements drawing on the innovative concepts of the body in contemporary society which is essentially different from the past ones; these characteristics are examined as postmodern features. The features are categorized as follows; hyperreal body, virtual body, fragmentization of the body through neologism, reconsideration of naked body, and decentralized body. The postmodern characteristics of the body have changed the boundary, broken traditional concepts and thoughts, and proposed new trends by creating revolutions though diversified media. Rapidly changing media is considered to be further accelerated; this transition highlights the postmodern characteristics of the body in fashion advertisements in more innovative methods.
Abstract
As a form of media diversified and changed by the development of technology, fashion advertisements have brought a new change in representation of the body. With this transition, the characteristics of the body, which is in an inseparable relationship with fashion, have been dramatically changed in fashion advertisements. In hugely extended media flow, fashion advertisements suggest concepts of the body that are completely different from the past and became the focus in advertisements. Moreover, the body in fashion advertisements involve the symbolisms of social and cultural backgrounds followed by their commercialization. This study analyzes the characteristics of the body in fashion advertisements drawing on the innovative concepts of the body in contemporary society which is essentially different from the past ones; these characteristics are examined as postmodern features. The features are categorized as follows; hyperreal body, virtual body, fragmentization of the body through neologism, reconsideration of naked body, and decentralized body. The postmodern characteristics of the body have changed the boundary, broken traditional concepts and thoughts, and proposed new trends by creating revolutions though diversified media. Rapidly changing media is considered to be further accelerated; this transition highlights the postmodern characteristics of the body in fashion advertisements in more innovative methods.
참고문헌 (35)
- 권혁렬, "해외광고에 나타난 포스트모더니즘적 표현 유형 분석", 여성연구논총, 22, pp.1~ (2007)
- 황지영, "광고에 표상된 몸 이미지와 그 의미 : 기호학적 접근", 광고학연구, 17(5), pp.7~32 (2006), 한국광고학회
- 허정선, "패션아트에 나타난 몸의 연장성 이미지", 패션디자인 학회지, 4(2), pp.79~90 (2004)
- 김소영, "현대패션에 나타난 신체의 미의식에 관한 연구", 복식, 54(3), pp.129~143 (2004), 한국복식학회
- 이송림, "현대 패션에 나타난 스타의 신체 이미지에 대한 시뮬라시옹 연구", 한국지역사회생활과학회지, 19(3), pp.431~444 (2008), 한국지역사회생활과학회
- 양숙희, "현대 광고에 나타난 남성 신체 이미지에 관한 연구", 한국의류학회지, 30(2), pp.326~337 (2006), 한국의류학회
- 최선형, "포스트모던 패션광고에 대한 반응과 광고효과", 한국의류학회지, 32(2), pp.328~339 (2008), 한국의류학회
- 최선형, "패션광고에 나타난 포스트모던적 특징", 복식, 58(10), pp.123~134 (2008), 한국복식학회
- 김혜진, "포스트모더니즘 회화에 있어서 여성의 인체이미지 연구", 석사, pp.2010
- 김희라, "예술의상을 통해서 본 신체 표현에 관한 연구", 박사, pp.2010
- 황지영, "광고에 표상된 몸 이미지와 그 의미 : 기호학적 접근", 광고학연구, 17(5), pp.7~32 (2006), 한국광고학회
- 도정일, "포스트모더니즘 논쟁: 한국사회 이해를 위한 길잡이", pp.222~ (1997), 사회평론사
- Dick Hebdige, "Hiding in the Light", pp.181~ (1988), Comedia
- 김욱동, "문단에 부는 포스트모더니즘 바람", 월간중앙, pp.153~ (1990)
- 존 스토리, "문화연구와 문화이론", pp.244~245 (1999), 현실문화연구
- 황혁, "포스트모던 광고의 의미작용 방식에 관한 연구: 언어와 영상의 경계 및 서술구조의 해체 분석을 중심으로", 석사, pp.1999
- 강명구, "포스트모던광고의 미학과 문화적 의미", pp.13~19 (1992), 사보삼희기획
- 임헌혁, "현대광고의 포스트모더니즘 현상과 소구 방법에 따른 기법 연구:상업 광고의 시각적 효과를 중심으로", 디자인 연구, 8(2), pp.105~106 (2005)
- 김덕자, "기호의 해체: 포스트 모던 광고에 관한 연구", 광고학연구, 6(1), pp.120~ (1995)
- 강명구, "소비대중문화와 포스트모더니즘", pp.190~, 민음사
- 유승엽, "포스트모더니즘 광고의 유형별 사례분석연구" (1997), 남서울대학교 학보
- Baudrillard, J, "시뮬라시옹", pp.12~18 (1996), 민음사
- 이용수, "보드리야르의 하이퍼리얼리티 논의에 관한 비판적 고찰", 석사, pp.2004
- "EllE Korea", ~ (2011)