Comparison of the Fashion Adopted by Young Women in the United States and South Korea in the 1970S Eundeok Kim Iowa State University
Total Page：16
File Type：pdf, Size：1020Kb
Iowa State University Capstones, Theses and Retrospective Theses and Dissertations Dissertations 2002 Comparison of the fashion adopted by young women in the United States and South Korea in the 1970s Eundeok Kim Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/rtd Part of the Art and Design Commons, and the Home Economics Commons Recommended Citation Kim, Eundeok, "Comparison of the fashion adopted by young women in the United States and South Korea in the 1970s " (2002). Retrospective Theses and Dissertations. 388. https://lib.dr.iastate.edu/rtd/388 This Dissertation is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Retrospective Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. INFORMATION TO USERS This manuscript has been reproduced from the microfilm master. UMI films the text directly from the original or copy submitted. Thus, some thesis and dissertation copies are in typewriter face, while others may be from any type of computer printer. The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleedthrough, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send UMI a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. Oversize materials (e.g., maps, drawings, charts) are reproduced by sectioning the original, beginning at the upper left-hand comer and continuing from left to right in equal sections with small overlaps. Photographs included in the original manuscript have been reproduced xerographically in this copy. Higher quality 6" x 9" black and white photographic prints are available for any photographs or illustrations appearing in this copy for an additional charge. Contact UMI directly to order. ProQuest Information and Learning 300 North Zeeb Road, Ann Arbor, Ml 48106-1346 USA 800-521-0600 Comparison of the fashion adopted by young women in the United States and South Korea in the 1970s by Eundeok Kim A dissertation submitted to the graduate faculty in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Major: Textiles and Clothing Program of Study Committee: Jane Farrell-Beck, Major Professor Mary Littrell Mary Lynn Damhorst Shu-Min Huang Richard, Kottman Iowa State University Ames. Iowa 2002 Copyright © Eundeok Kim, 2002. All rights reserved. UMI Number 3051479 UMT UMI Microform 3051479 Copyright 2002 by ProQuest Information and Learning Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. ProQuest Information and Learning Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor, Ml 48106-1346 ii Graduate College Iowa State University This is to certify that the doctoral dissertation of Eundeok Kim has met the dissertation requirements of Iowa State University Signature was redacted for privacy. Committee Mem er Signature was redacted for privacy. C ittee Member Signature was redacted for privacy. Co ittee Member Signature was redacted for privacy. Committee Member Signature was redacted for privacy. Major Professor Signature was redacted for privacy. For the M jor Program iii TABLE OF CONTENTS LIST OF TABLES vu LIST OF FIGURES ix CHAPTER I. INTRODUCTION 1 Justification 1 Purpose 4 Research Questions 4 Definitions 4 CHAPTER H. REVIEW OF LITERATURE 7 Historical Background 7 U.S. in the 1970s 7 Korea in the 1970s 9 Conceptual Framework 11 Cultural Values 11 Individualism vs. Collectivism 12 Masculinity vs. Femininity 13 Acculturation 13 Korea's Acculturation to the Western Countries in Dress 15 CHAPTER m. METHODS 20 Instrument Development for Interview 20 Interview Schedule Development 21 Preliminary Interview 21 Main Interview Schedule 21 Background Information 22 Fashion Styles 22 Cultural Values and Appearance 23 Buying Behaviors 23 Stimulus Development 23 Sample Selection 25 U.S. Sample 26 Korean Sample 27 Data Collection 27 Data Analysis 28 CHAPTER IV. SELECTION OF MAGAZINE STYLES AS STIMUU 30 Styles From a U.S. Magazine 30 Ideals of Beauty in the U.S. in the 1970s 30 Styles in the U.S. in the 1970s 31 iv Styles from Korean Magazines 40 Ideals of Beauty in Korea in the 1970s 40 Styles in Korea in the 1970s 40 CHAPTER V. FINDINGS IN INTERVIEW ANALYSIS—AMERICAN WOMEN 54 Fashion Styles 55 Adopted Fashion Styles 55 Clothes 55 Campus Wear 56 Meeting with Friends 60 Dating 61 Formal Occasions 65 Accessories 67 Shoes 67 Bags and Purses 68 Jewelry 69 Hats 71 Others 71 Hair 71 Make-up and Perfume 73 Responses to Adopted Fashion Styles 73 From Parents 74 From Peers 76 References to Style Selection 77 Ideal Styles 80 Style Conformity to Peer Group 82 Values and Appearance 84 Young Women's Values in the 1970s 84 Values Conveyed through Appearance 89 Impression Management through Appearance 91 Political Message Conveyance through Dress 93 Clothing Buying Behaviors 93 Places to Buy 93 Shopping Alone or with Somebody Else 96 CHAPTER VI. FINDINGS IN INTERVIEW—KOREAN WOMEN 99 Fashion Styles 100 Adopted Fashion Styles 100 Clothes 100 Campus Wear 100 Meeting with Friends 106 Dating 108 Formal Occasions 109 V Accessories 111 Shoes 111 Bags and Purses 114 Jewelry 116 Hats 119 Scarves 120 Hairstyles 120 Make-up and Perfume 122 Responses to Adopted Fashion Styles 123 Form Parents 123 From Peers 124 References to Style Selection 125 Ideal Styles 127 Style Conformity to Peer Group 128 Values and Appearance 130 Young Women's Values in the 1970s 130 Values Conveyed through Appearance 135 Impression Management through Appearance 136 Political Message Conveyance through Dress 137 Clothing Buying Behaviors 137 Places to Buy 137 Shopping Alone or with Somebody Else 141 CHAPTER VH. COMPARISONS BETWEEN THE INTERVIEWS WITH AMERICAN WOMEN AND KOREAN WOMEN 144 Background Information 144 Fashion Styles 147 Adopted Fashion Styles 147 Clothes 147 Accessories, Hairstyles, Make-up and Perfume 149 Responses to Adopted Styles 150 References to Style Selection 151 Ideal Styles 153 Style Conformity to Peer Group 154 Values and Appearance 155 Young Women's Values in the 1970s 155 Values Conveyed through Appearance 156 Impression Management through Appearance 157 Political Message Conveyance through Dress 159 Clothing Buying Behaviors 159 Places to Buy 159 Shopping Alone or with Somebody Else 160 CHAPTER Vm. CONCLUSIONS 162 Conclusions 162 vi Contributions of the Research 167 Limitations 169 Suggestions for Further Research 169 APPENDIX A. LETTERS TO INTERVIEWEES 171 APPENDIX B. CONSENT FORM FOR INTERVIEWS 173 APPENDIX C. INTERVIEW SCHEDULE 175 REFERENCES 179 vii LIST OF TABLES Table 5.1. Background Information of American Respondents 54 Table 5.2. References to Style Selection in the U.S. 77 Table 5.3. Magazines Used as Reference to Styles in the U.S. 78 Table 5.4. Young Women's Values in the U.S. in the 1970s 85 Table 5.5. Types of Stores to Buy Clothing in the U.S. 94 Table 6.1. Background Information of Korean Respondents 99 Table 6.2. References to Style Selection in Korea 125 Table 6.3. Young Women's Values in Korea in the 1970s 130 Table 6.4. Places to Buy Clothing in Korea 140 Table 6.5. Types of Stores to Buy Clothing in Korea 141 Table 7.1. Comparison of the U.S. and Korean Sample's Occupations 144 Table 7.2. Comparison of the U.S. and Korean Sample's Family Economic Status 145 Table 7.3. Comparison of the U.S. and Korean Sample's Fashion Interest 145 Table 7.4. Comparison of the U.S. and Korean Sample's College Years 147 Table 7.5. Comparison of Parents' Responses to the Styles Adopted by American 151 and Korean Women Table 7.6. Comparison of References to Style Selection in the U.S. and Korea 151 Table 7.7. Comparison of Ideal Styles Represented by Adjectives among American 153 and Korean Women Table 7.8. Comparison of the U.S. and Korean Sample's Conformity to Their Peers 154 Table 7.9. Comparison of Young Women's Values in the U.S. and Korea 155 in the 1970s Table 7.10. Comparison of the Images Desired by American and Korean Women 157 viii Table 7.11. Comparison of Types of Stores to Buy Clothing in the U.S. and Korea 160 Table 7.12. Comparison of Shopping Alone or with Somebody Else among 160 American and Korean women Table 8.1. Possible Reasons of Similarities and Differences 165 ix LIST OF FIGURES Figure 4.1. Hip-huggered bell-bottoms 32 Figure 4.2. Extremely wide bell-bottoms 32 Figure 4.3. Straight jeans tucked into long boots 33 Figure 4.4. Denim skirt 33 Figure 4.5. Maxi coat with a mini skirt 34 Figure 4.6. Soft lines, silhouettes, and textures of wool knit 34 Figure 4.7. Wool knit skirt and long cardigan 34 Figure 4.8. Shawl collared cardigan 34 Figure 4.9. Swirl skirt 35 Figure 4.10. Men's neckties 35 Figure 4.11. Military look 35 Figure 4.12. Big, loose T-shirt 36 Figure 4.13. Big, loose one-piece dress with a gathered skirt 36 Figure 4.14. Smock dress 37 Figure 4.15. Shirtdress with a pleated skirt 37 Figure 4.16. Feminine one-piece dresses 37 Figure 4.17. Classic coat with a wide notched collar 37 Figure 4.18. Simple, comfortable one-piece dress 39 Figure 4.19.