의류광고의 기호학적 접근과 성역할 표현에 관한 연구

The Research about Sex-Role Expression and Liking Approach of Clothing Advertising

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.