[논문]패션 브랜드 유튜브 캠페인에 나타난 해체주의적 특성

이영재

doi:10.12940/jfb.2023.27.3.35

[국내논문] 패션 브랜드 유튜브 캠페인에 나타난 해체주의적 특성
Deconstruction Characteristics in Fashion Brand YouTube Campaign 원문보기

패션비즈니스 = Fashion business, v.27 no.3, 2023년, pp.35 - 49

Abstract ▼ AI-Helper

The purpose is to derive its aesthetic characteristics by objectifying the visual image of the YouTube campaign into adjectives. As a result, we intend to identify advertising strategies that use them as basic data for setting fashion design concepts. A group of experts in fashion majors watched each of them, wrote adjectives, and collected 75 adjectives. By analyzing the frequency of adjectives, aesthetic characteristics were derived with adjectives recording the upper number of times, and the results were obtained that they had the characteristics of deconstruction. The conclusions of this study are as follows. First, Tamburin's Jenny appeared to be strange, scary, rambling and charming. Among the internal meanings of deconstruction due to spatial, social, and psychological distance from consumers, it can be said that T.P.O's mutual textuality and play of interaction. Second, Gucci Cruise be chosen rural, strange, wild, unharmonious, and difficult, which is a mixture of intertextuality and play of T.P.O. Third, The Excise Gucci Campaign parodies that juxtaposes six films directed by Stanley Kubrick, making them strange, retro, difficult, interesting, and wrong. Deconstructionist de-genre and de-boundary Fourth, Kenzo World is weird, dynamic, wrong, difficult, difficult, and confused, which correspond to T.P.O's interactive textuality, play of the second half, and destruction and decomposition among the external expressions of deconstruction. Fifth, Burberry Hero emphasized the aesthetic value of traditional men, so it was ostensibly wild, free, powerful, sensual, and fantastic. Compared to the lifestyle of men who usually work at work, this corresponds to play of second best.

주제어

표/그림 (15)

표 Table 1. Selected Youtube Campaign for This Study
표 Table 2. Demographic Characteristics of the Participants
표 Table 3. Demographic Characteristics of the Expert Group
그림 Figure 1. Solace of Tamburins Exibition (www.tamburins.com)
그림 Figure 2. Tamberins x Jennie Perfume (www.youtube.com)
표 Table 4. An Adjective of Tamburin's X Jennie
그림 Figure 3. Gucci Cruise (www.youtube.com)
표 Table 5. An Adjective of Gucci Cruise
그림 Figure 4. Exquisite Gucci (www.youtube.com)
표 Table 6. An Adjective of The Exquisite Gucci Campaign
그림 Figure 5. Kenzo World (www.youtube.com)
그림 Figure 6. BurberryHero (www.youtube.com)
표 Table 7. An Adjective of Kenzo World Campaign
표 Table 8. An Adjective of Burberry Hero Campaign
표 Table 9. Characteristic of Deconstruction in Fashion

참고문헌 (21)

BurberryHero. (2021, july 29). [Photograph]. Youtube. Retrieved from https://www.youtube.com/watch?vjs3Q0QllYYQ.
Burberry. (2022, November 9). Namu. Wiki. Retrieved？from https://namu.wiki/w/Burberry
Choi, J., Choo, Y., Han, D., Jeon, M., Kim, N., Kwon,？J., Lee, Hang., Lee, Hyewon., Lee, J., & Lee, S.？(2022). Trend Korea 2023: 2023 prediction of？Consumer Trend Center in Seoul National Univ, Seoul: Miraebook.
Exquisite Gucci. (2023, March 9). [Photograph].？Youtube. Retrieved from https://www.youtube.com/watch?vx01GwK1XZl4
Gucci. (2023, March 9). The Exquisite Gucci？Campaign[Video file]. Youtube. Retrieved March 19,？2023, from https://www.youtube.com/watch?vx01GwK1XZl4&t6s
Gucci Cruise. (2018, September 28). [Photograph].？Youtube. Retrieved from https://www.youtube.com/watch?vJOruHP-b5Jg&t42s
Izon mag (2021, july 29). Adam Driver For Burbbery？Hero, A New Fragrance For Men[Video file].？YouTube. Retrieved November 02, 2022, from？https://www.youtube.com/watch?vjs3Q0QllYYQ
Kim, J., & Lee, Y. (2020). Aesthetic characteristics of？alessandro michele's romanticism. Journal of Fashion？Business, 24(2), 44-59. doi:10.12940/jfb.2020.24.2.44

원문보기 상세보기
Kim, J., & Park, E. (2022). A study on the design？characteristics of neo-deconstructivism fashion:？Comparison of Vetements and Marques' Almeida.？Journal of The Korean Society of Fashion Design, 22(1). doi:10.18652/2022.22.1.3

상세보기
Kim, S., & Ha, J. (2016). A study on aesthetic values of？neo-deconstructive fashion: Focused on Vetments,？Marques' Almeida, Jacquemus, Journal of The？Korean Society of Fashion Design, 16(4).？doi:10.18652/2016.16.4.8
Kenzo World. (2017, August 28). [Photograph]. Youtube. Retrieved from https://www.youtube.com/watch?vNoMqvniiEkk
Kwan, H. (2007). The mode and the characteristics of？deconstructionism expressed in fashion design:？Centering on review of precedent researches: Journal？of Fashion Business, 11(5).
Sephora. (2017, February 1). Kenzo World[Video file].？Youtube. Retrieved September 3, 2022. from https://www.youtube.com/watch?vn1Qrv4Rg8Gs
Lee, M. (2018). A study on aesthetic values of？neo-deconstructive fashion: Focused on Vetments,？Marques' Almeida, Jacquemus(Unpublished master's？thesis). Kookmin University, Seoul, Korea.
Mu, Y. (2021). A study on the fashion design of maison？margiela from the neo-deconstruction perspective？(Unpublished master's thesis). Chung-Ang University,？Seoul, Korea.
Solace of Tamburins Exibition. (n.d.). [Photograph].？Tamburis. Retrieved from https://www.tamburins.com/perfume-exhibition.php
Sun, H., & Kim, M. (2022). A study on the aesthetic？characteristics of demna gvasalia fashion design from？neo-deconstructivism. Journal of Communication？Design, 78. doi:1025111/jcd.2022.78.15
Tamberins. (2022, September 23). Tamberins x Jennie？Perfume-[Solace] [Video file]. Youtube. Retrieved？September 30, 2022, from https://www.youtube.com/watch?vJuB3diykmFs
Tamberins x Jennie Perfume. (2022, September 23).？[Photograph]. Youtube. Retrieved from https://www.youtube.com/watch?vJuB3diykmFs
The Fashionisto. (2018, September 27). [Youtube Video].？Gucci Gothic: Noah's ark is revisited for cruise '19？campaign. Retrieved November 14, 2022, from？https://www.thefashionisto.com/gucci-cruise-2019-campaign/
WLDO. (2022, October 23). Blackpink Jennie, show off？one's best charm[Video file]. Youtube. Retrieved？October 25, 2022, from https://www.youtube.com/watch?vjqvtBL-lzmw

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