A study on the clothing/appearance message —On the body exposure—

Abstract

This study aims to measure the clothing are/appearance message in terms of nonverbal communication. In particular, the objects of this investigation are to develop the scale for measuring clothing message, to measure the message of body exposure by using this scale, and to examine the influence of social attitude on the interpretation of the message of body exposure. Major findings obtained were as follows: (1) Clothing message scale which consisted of seventy-five items was developed. The degree of body exposure which was exhibited by existance of sleeve, length of dress, and the like has communicated different kinds of information. And it was possible to measure them. The major information communicated by the degree of body exposure was as follow; “Preference for the novelty”, “Sensitivity to fashion trends”, “Spirit of adventure”, “Looking for some excitement”, “Loving rock music”, and the like. Four factors were extracted as the message of body exposure. They were able to be interpreted as follows; I. Finery/Fashionability, II. Dignity/Common Sense, III. Suitability to Occupation/Social Status, and IV. Liveliness/Cheerfulness. The conservatives interpreted more conspicuosly “Suitability to Occupation/Social Status” on the basis of the degree of body exposure than the non-conservatives did. © 1990, The Japan Research Association for Textile End-Uses. All rights reserved.