남성잡지광고 안의 여성과 남성 vs. 여성잡지광고 안의 남성과 여성: 1960년대에서 2000년대까지 (The Portrayal of Man and Woman in Woman and Man's Magazine Advertising in Korea: 1960 to 2006)

서지정보

· 발행기관 : 한국방송광고공사
· 수록지 정보 : 광고연구 / 79호 / 145 ~ 179페이지
· 저자명 : 박종민, 김의기, 최수진, 유성훈

초록

본 연구는 1960년대에서 2000년대에 이르기까지 우리나라 남성잡지광고와 여성잡지광고에 나타난 여성과 남성의 모습을 비교분석하였다.

영어초록

This study researched the portrayal of women and men in twoKorean magazines(Sindonga and Jubusaengwhal) ads during 50 years from1960 to 2006 to know the diverse roles portrayed by woman and man. Thetotal 682 ads samples were used for the purpose of this study. The resultsof this study revealed that the man’s basic portrayals are middle-aged,professional, and married man or male children and woman’s portrayalsare unmarried young woman or housewife. Regarding the portrayal of manand woman in woman and man’s magazine advertising, while man’sportrayals in woman magazine ads are family-minded professionals,spokesperson for products, or sexual- appealed persons, woman’sportrayals in woman magazine ads are just product users or models forornamental purpose. In additions, woman’s portrayals in man magazineads are socially active, business oriented, and treated equally with man. Theresults of historical analysis from 1950’s to 2000’s showed that whiletraditional, and family relationship oriented portrayals of man and womanhave been decreased, portrayals treated equally with man and woman andfor just decoration have been increased. The various results are discussedby comparing the previous research results related to this study.

참고자료

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