In this study, we present results of two experiments on hedonic and functional products designed to (1) explore consumers’ third-person perceptions of sex appeals in advertising (2) determine which constructs are effective on third-person perception across the product types (3) and, examine whether conceptual models are moderated by public exposure to sexual stimuli or not. The findings suggest that public exposure to the sexual stimuli is a factor that causes some differences on the antecedents of the third-person perception, and behavioural outcomes of the third-person perception across the respondents’ cultural background and product types.

The purpose of this study was to analyze the gender role changes of Korean women reflected on their costumes during 20th century. To analyze the diachronic gender role changes, social environments(education, job, economy, family systems, mass-media) of 20 th century were inquired by 10 years and comparatively analyzed with 680 images of representative costumes each periods. The results are as followed. 1) 1900s～1910s: The most representative women's gender role was a wise mother and good wife. Therefore the adopted western costume, a symbol of civilization, were represented women as a passive and sexual object of man. 2) 1920s～1930s: 'Shin Yeosung (Modern Girl)' was the representative gender role of that time. They were the symbol of enlightenment and new education. Their costumes influenced to the changes of traditional Hanbok in functional side. 3) 1940s～1950s: In World War II. a strong and stubborn women were wanted to support their family. They threw feminity and changed their costumes into an active and functional 'Mombbe'. 4) 1960s～19970s: Women asserted Gender equality and resisted the traditional women's gender role. Mini Skirts and Unisex costumes were symbolic costumes reflecting the changes. 5) 1980s: The self confidence of women's gender role affected the androgynous look and bodyconscious look in modern fashion. 6) 1990s～2000s: Now, the dichotomy of gender role is not no longer effective way to understand the social changes and fashion trend rather than personal characteristics and lifestyle trends.

본 연구의 목적은 유아교사의 성역할 정체감 유형에 따른 교사효능감과 행복감에 어떠한 차이를 나타내는지 살펴보고자 하였다. 연구대상은 서울특별시, 인천광역시, 경기지역의 유치원과 어린이집에서 근무하고 있는 유아교사 372명을 대상으로 하였다. 연구도구로는 한국형 성역할검사, 교사효능감 검사도구, 행복감 척도를 사용하였고, 수집된 연구자료는 SPSS 22.0 프로그램의 기술통계, 일원배치 분산분석(one way ANOVA)를 사용하여 분석하였다. 유아교사의 성역할 정체감 유형에 따라 교사효능감과 행복감의 수준에 차이가 있는를 살펴본 결과, 유아교사의 교사효능감 수준은 성역할 정체감 유형에 따라 유의한 차이를 나타냈으며 양성성 유형의 성역할 정체감을 가진 유아교사가 남성성유형이나 미분화 유형에 속하는 교사보다 교사효능감이 높았다. 또한, 유아교사의 행복감 수준도 마찬가지로 양성성 유형에 속하는 유아교사가 다른 성역할 정체감 유형의 유아교사보다 행복감이 높은 것으로 나타났다.