國內 라이선스 패션잡지의 지면구성에 관한 硏究

Abstract

Understanding of fashion ought to be rooted in understanding of culture, therefore, the content of fashion magazines should be aware of the expansion of readers who perceive wide range of mass culture. Also, in order to fully comprehend the fashion culture in general, it is required to study fashion magazines. This research compared and analysed 4 different licensed domestic fashion magazines from November 1998 through October 1999. Analysis on organization of contents, its characteristics, publication states, articles and advertisements were done. According to the research, the characteristics of fashion magazines are as follow : First, the composition ratio of published fashion articles and fashion related articles are 55.2% : 45.8%. Fashion related articles are mainly composed of general life styles and other related interests which indicate that they are more suitable for fashion and general culture magazines rather than magazines which specialize in fashion only. Secondly, the ratio between general articles and pictorials shows 26.3% : 73.7% which indicates that the pictorials dominate the contents on the reports. As a result of relying mainly on pictorials, it often fails to function as communication tool. Thirdly, when advertisements are analysed, clothings are the most frequently covered items on magazines followed by cosmetics and miscellaneous items. Other advertisements are of cellular phones, sister magazines and cable TV, but they compose less than 1% of the entire advertisement sections. Advertisements which are often publicized on woman's magazines such as lingeries, kitchen wares, telecommunication, feminine goods and health related products are rarely seen on fashion magazines, but instead, clothings, cosmetics and miscellaneous goods fill advertisement sections on fashion magazines. The ratio between foreign goods and domestic goods advertisement are 42.2% : 57.8%, when clothing advertisement sections are mainly filled with domestic brands while cosmetic and miscellaneous items are composed of foreign brands. Based of this research, fashion magazines should be the criterion as the media that function as fashion communication, moreover, systematic evaluation on fashion magazines will promise the growth of fashion culture and its task as the fashion communication tool.