S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
Male Luxury Accessories Advertisements in Korean and Russian Men's Lifestyle Magazines
한국과 러시아 남성 잡지의 남성 명품 액세서리 광고에 관한 연구
- Issue Date
- 서울대학교 대학원
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2012. 2. 김재일.
- This study was conducted with the purpose of analyzing and comparing men’s fashion magazines in Korea and Russia on how men’s images are portrayed in men’s luxury accessories advertisements through examining male model’s image (age, racial type, extended self, celebrity), setting, uniqueness and hedonism of advertisement, color display and degree of nudity of models. A content analysis of 245 male luxury accessories advertisements from four Korean men’s lifestyle magazines and four Russian men’s lifestyle magazines between November 2010 and November 2011 was done.
This study found out that in both Korean and Russian magazines male luxury accessories advertisements replicated men’s stereotypical image and commonly males in advertising was portrayed in working settings. Surprisingly, uniqueness was found out in both Korean and Russian magazines. Male models with extended self-image were used frequently in Russian magazines than in Korean. The main colors of male luxury accessories advertisements were cold and neutral colors.
Additionally, the study found that Korean magazines using celebrities in luxury advertisements more than Russian magazines and that in Korean magazines male models are younger than in Russian magazines.
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