[논문]Zaltman의 은유유도기법을 이용한 화장하는 남성들의 이상적 자아와 환상에 관한 질적 연구

고선영

doi:10.5850/jksct.2017.41.1.1

[국내논문] Zaltman의 은유유도기법을 이용한 화장하는 남성들의 이상적 자아와 환상에 관한 질적 연구
Qualitative Study on the Ideal-self and the Fantasy of Men Wearing Makeup by Employing Zaltman Metaphor Elicitation Technique 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.41 no.1, 2017년, pp.1 - 16

Abstract ▼ AI-Helper

This study conducted in-depth interviews with twelve men in their twenties and employed the Zaltman Metaphor Elicitation Technique (ZMET) to identify the ideal self-image and fantasy of men wearing makeup. The results are as follows. First, the ideal self-images of men wearing makeup can be divided into 7 images (well-managed, dissimilar from real identity, masculine, neat, stylish, standing out, and formal). Men who wear makeup pursued an alternative decent image that is different from their reality. They want to be manly, attractive, decorous, and eye-catching through a better looking face. Second, men who wear makeup have insecurities about their looks and personalities that creates dissatisfaction with reality and a desire for a different idealistic self. Makeup was the tool to create the other entity. Makeup facilitated a fantasy of becoming another to gain increased confidence in social relationships. However, without makeup, they showed a lack of confidence and became intimidated that made them even further dependent on makeup. Third, the process helped participants complete a consensus map that represented the emotional and reasoning structures of men wearing makeup. This study showed 7 ideal self-images of men wearing makeup with a fantasy to create a desired ideal self by wearing makeup. The study can be applied to marketing strategy for men's cosmetics and plates' designs.

Keyword

질의응답

핵심어	질문	논문에서 추출한 답변
	ZMET는 무엇인가?	ZMET는 뇌신경학, 신경생물학, 인지심리학, 정신분석학 등의 학문분야의 성과를 마케팅 방법론에 적용한 것으로, 소비자의 무의식 속에 내재된 욕구를 시각적 이미지를 통해 은유(Metaphor)로 유도하여 보다 자세히 파악하는 심층면접방법이다(Zaltman, 2003/2004). Zaltman and Coulter(1995)에 따르면 소비자의 사고는 대부분이미지 형태로 구성되어 있고 사람들의 커뮤니케이션의 80%가 비언어적이며, 소비자 인지의 95%가 무의식적인 상태에서 발생하고 의식적인 상태에서는 5%만이 이루어진다.
	화장하는 남성에게 있어 화장의 장점은 무엇인가?	이들은 현실적으로는 외모 콤플렉스와 성격 콤플렉스를 가지고 있었고 이러한 현실에 불만족하였다. 이들에게 이상적인 모습을 가능하게 해주는 것이 바로 화장인데, 화장을 통해 이들은 외모에 대한 만족이 커졌으며 이로 인해, 사회적 관계 속에서 보다 당당하고 자신감 있는모습을띠게 되었다. 그러나, 화장을지웠을 때이러한자신감은자괴감으로 바뀌고심리적으로위축되었다.
	화장하는 남성들이 추구하는 이상적인 모습은 무엇인가?	이들은 자신의 현실적인 모습과는 다른 이상적인 모습을 추구하고 있었는데, 화장을 통해 자신을 잘 관리하고 멋있게 꾸며서 깔끔하면서 격식있고 그리하여 돋보이고 싶어 하였다. 그러나 이들이 추구하는 이상적인 모습은 메트로섹슈얼한 이미지가 아닌 남성다운 모습이었다. 셋째, 화장하는 남성은 화장을 통해 현실의자신과는다른새로운사람이 된것같은환상가운데 있었다.

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