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A Study of Racism Apparent in Fashion Advertisements

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 65(), pp.53-68
  • DOI : 10.25111/jcd.2018.65.04
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : July 20, 2018
  • Accepted : October 29, 2018

Juha Park 1 Chun Jae Hoon 1

1서울대학교

Accredited

ABSTRACT

This study focused on the phenomenon of controvers y or criticism that arises when the racial expressions fr om the past to the present are spread to the mass m edia. Thus this study tried to examine racism in adverti sements or products of global fashion and beauty brand s, which has not been actively discussed so far. Based on literature research related to racism, we conducted an analysis on racism in advertisements of each time p eriod, and then categorized the characteristics or the ty pes of expression of racism in fashion advertisements. The four categorized types of expression were : the ad vertisements of revealing racial classification, those of t reating people as props or backgrounds, those of emph asizing differences in skin color, and those of satirizing other races or other cultures. Particularly, in fashion ad vertisements, since visual fun and effective delivery of products must be performed at the same time, racist e xpressions are strengthened in costumes and make-up worn by models in advertisements. Since fashion adverti sements are spread across countries and targets, racist expressions in them can cause not only consumers’ c ontroversy but also the image failure of a company. Th erefore, this study has its significance in that it propose s producers an attentive approach in dealing with issue s of races or cultures, and also in that it provides the public with a critical view that recognizes racial discrimi nation as a serious social problem.

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