| abstract |
| Background This study established analysis framework based on the consideration that defines celebrity as a human brand. In order to stereotype style image of actresses, this study analyzed images through the fashion style of middle-aged actresses in TV dramas.
Methods In order to analyze the image of the style, articles from magazines, newspaper, and the Internet were taken as examples. Jennifer L Aaker`s BPS(Brand Personality Scale) was used while seven experts in the fashion industry were surveyed for the analysis of fashion style.
Result As for the style of middle-aged actresses, five different types of characteristics were apparent based on Aaker(1997)`s brand Personality Scale. Among those, sophistication and competence were most evident. In the sophistication category, upper-classand feminine were apparent while in the confident category, successful & intelligent were apparent. For the excitement part, young was the one chosen and for the sincerity part of the study, friendly was the most apparent characteristic.
Conclusion Middle aged women`s various life styles that pursuit young sensibility and fashion styles of them have been received attention. This can draw an expectation of a direction in fashion industry to be reflected to fashion products`sales. |
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| Key Words |
| 휴먼브랜드, 패션스타일, 브랜드개성, Human brand, Fashion style, Brand personality |
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