Abstract

Image In The Ads of Women's

Apparel Manufacturers

Roh, Sun Jeong Prof. Chung, Sung Jee, Ph. D.

Major : Fashion Marketing Advisor

In fashion ads, color is very important factor showing not only changes of fashion but also images or the characteristics of the brand. Color represents a brand image and ads are used as the most effective media to give consumers a visual impression to establish a brand image by colors.

This thesis was to investigate characteristic of colors displays in ads of women's apparel manufacturer and to find out differences in color combinations and hues and tones in their ads under influences of fashion trends between domestic brands international brand of women's apparel.

The results from this study were as follow.

1. The number of the apparel brands and ads of fashion magazines from 1997 through 1999, has decreased in 1998, but have increased again in 1999. Also, ads of domestic apparel brands appeared in various magazines more often than ads of international brands for those 3 year

2. Most of 20 samples including domestic and international brands didn't adhere the same color combination for 3 year except only one domestic brand. they changed their image little by little because of the effects of fashion trends in colors and themes.

3. The results of analysis of hues and tones showed that international brands usually adapted in vogue colors in their ads of their fashion magazines, but in contrast domestic didn't use fashion colors in their ads. They appeared no coincidence between fashion trends and tones of color, however, international brands adapted more fashion trends in their ads than domestic.

4. The study showed that international brands preferred image consisted of classic, chic and modern colors and domestic used chic and modern colors. For expressing their brand image, international brands used warm colors with dark tone like Gray and YR groups in their ads. Domestic brands used Neutral color group focused on mid-tone colors.

The results indicated differences in colors of ads between international brand and domestic grands. Also, the study revealed that characteristics of color combination shown in their ads of fashion magazines will help domestic brands establish their unique image in their own way.