청소년의 성역할 표현 의류광고에 대한 태도

The Attitude of Adolescents toward Clothing Advertisement Expressing Gender-Roles

The purpose of this study was to investigate the attitude of adolescents toward clothing advertisement expressing gender-roles, 361 middle and high school student were selected for in this study(male 49.5% and female 50.5%, middle students were 50.4% and high school students were 49.6%) in Chong-ju area, We looked into their preference of the advertisement according to the identities of gender-roles and the behaviour about clothes 1) The identity of gender-role showed the highest frequence in bisexualness regardless of grade and sex. 2) The adolescents preferred the female format advertisement to bisexual format advertisement. Female students liked bisexual format advertisement more than male ones. This means that men are more conservative than women. 3) In the preference of clothes advertisement according to the identify of gender-role, they didn't show meaningful difference in case of bisexual format advertisement, while they showed the meaningful difference in female format advertisement. In female format advertisement. 4) In case of the preference of advertisement according to clothes behavior, there was no meaningful difference in bisexual advertisement. But in case of the female advertisement the group which showed lower satisfaction and esthetic sense perferred the female advertisement. This means that the group which has lower esthetic sense are more conservative in the preference of advertisement than that which has the higher esthetic sense. From the above results we can say that adolescents have the lower preference to the bisexual format advertisement of clothes. Therefore, the fashion companies have to divide the market in more detail and their major targets are the adolescents who differ from the youth in 20s. As in case of identifing of gender-role the women who showed the bisexual aspects preferred the genderless look, the differentiated strategies in priority of the market of the casual wear for woman are required.