The Study of Fashion’s Images on Korean Wave Actress

Abstract

This study was aimed to draw objective results for the images of Korean wave actresses, using statistical methods.BR Four Korean wave actresses, Young-ae Lee, Jee-hyun Jun, Hae-Gyo Song, and Jee-woo Choi, were selected by surveying foreign students studying in Korean universities. The survey aimed to list ‘adjectives’ associating their image cuts by the free association method. A total of 26 adjective pairs were finally selected, for which the cluster analysis of Ward’s method were performed. Also, for comparative analysis of their images, factorial analysis using the principal component analysis and varimax rotation was performed. One-way analysis of variance and Scheffe’s method for the adjective pairs was done by using factor scores obtained from this study.BR We observed that Korean wave actresses have their own images, and the results of this study are summarized as follow:BR The comparativeness analysis shows that Young-ae Lee is superior in the dignity factor, but low in fashion as a factor. Jee-hyun Jun is remarkable in attractiveness and fashion, and has the highest fashioning factor score. Jee-woo Choi is equal for attractiveness, fashioning, and activeness, and is most ‘feminine’ in fashioning. Hae-Gyo Song is quite different from other actresses, and is considered ‘pretty’ in the attractiveness factor, and ‘sportive’ in the fashion factor.BR We suggest that Korean export companies should apply these results to fashion products for countries where trade is thriving with the Korean wave boom. We expect that the sales would be considerably increased.