광고에 나타난 여성과 남성의 이미지 추이에 관한 연구 = 1993~1999년을 중심으로

다국어 초록 (Multilingual Abstract)

This study on the masculine and feminine image appearing in television advertisements between the 1993 and the 1997, can be analysed that gradual changes occurred as time passed on. Of course, it is not possible for the traditional masculine and feminine image to change over such a short period of time of 7 years. Nevertheless, even though it is going through changes that are not so significant, it can be found that the shift is heading toward a more positive direction.
Firstly, the following describes the masculine and feminine image changes at work places. In the feminine case, as time passes the image of a professional working woman is increasing, despite the fact that in 1993 the image of a faithful housewife took majority. Especially in 1998 during the IMF period, the percentage of an intelligent, graceful housewife appeared very low.
Alike, in the masculine case, the image of a professional working man was of the highest percentage. The image of a weak, helpless head of the family is also slowly increasing at a steady rate. Especially in 1998, during the IMF period, the number of advertisements featuring the image of a helpless head of the family was at a steep incline.
Secondly, the following shows the characteristics of man and woman as individual beings. In the masculine case, an intelligent male character appeared most frequently overall. Bur as the time shifted, the percentage of male characters of younger generation appearing in advertisement has also increased. Also, the percentage of tender and gentle male images are steadily increasing. Especially in 1998 when the nation suffered from an economic crisis, the tender and gentle masculine image appeared more frequently than the intelligent image, than it had ever before.
In the field of advertisement, the image of beautiful woman was found out to be the most favored. Also the percentage of women of younger generation is steadily on the increasing run. The reason being that most commercial advertisements are targeted on the young adults in their twenties.
Thirdly, there is a need to look into the changes in the relationships of the character with the other characters in the advertisements. In the case of woman, it was proven that female characters play the main role in most of the advertisements. Unfortunately, it is rather difficult to arrive to a conclusion with this sole factor. Because in commercial advertisements women appear frequently with children or the elderly, and 24.5％ of the advertisements are consisted of women. Nevertheless it is becoming a clear fact that as time passes the equality among the characters are increasing. Female characters being the object of voyeuristic glance is also increasing at a slow rate.
Men appearing in advertisement were also proven to be playing the main role in most cases. Like the case of women, the equality among the relationships of men with the other characters in the advertisements is on the increase. The rate of men being the object of voyeuristic glance is increasing as well.
The part of the research result to pay attention to, is the part that in 1997 and in 1998 the results form a very different shape than the other years. In other words, it is noticeable that the image of superman in a male character is very scarce compared to the other years. Also, the masculine and feminine images during this time were often managed in a comical style. The reason being that it had been a time of deep depression from the economic crisis. Therefore during this period, the coexistence of the positive and the negative is shown in a relatively distinct way.
In conclusion, out of the results of the research it becomes possible to predict how masculine and feminine images will be expressed in the coming years. Firstly, women will be expressed as an independent character leading a free life unlike the traditional image of a subject to gratify one's sexual desire. Secondly, advertisements showing th

목차 (Table of Contents)

• 1. 서론 : 중심과 주변의 역전현상
• 2. 기존 문헌 고찰
• 3. 연구문제 및 연구방법
• 4. 분석결과
• 5. 결론 : 중심과 주변의 통합을 지향하며
• 참고문헌
• 〈부록 - 분석 유목〉
• Abstract