본고는 『신여성』이라는 여성지가 갖는 매체적 성격을 고려하여, 『신여성』에 실린 광고를 여성들의 근 대화된 소비문화의 일상을 보여주는 텍스트로 인정하고, 이를 분석함으로써 『신여성』의 매체적 성격과 당대 사회의 젠더화된 소비문화의 양상을 추적하였다. 이를 통해 소비사회로 치닫고 있는 현재 한국 사 회와 한국 여성의 삶의 기원을 확인하고, 소비문화가 지향해야 할 바를 찾아보고자 했다. 연구 결과 1920년대 『신여성』은 여성 교양 및 교육 매체로서의 간행목적에 맞게 광고 역시 서적을 중 심으로 한 홍보성 광고 위주였음을 확인할 수 있었다. 여성들은 여성 매체의 등장과 독자 및 소비자로서 의 체험을 통해 자신들이 상품의 소비자가 될 수 있다는 소비 주체로서의 위상을 경험할 수 있었으며, 1930년대 이후 『신여성』광고란에는 소비자로 부상한 여성들에게 호소하는 각종 여성 상품들의 광고가 활 발히 발표된다. 이들 광고는 1930년대 당시 소비문화와 일상의 변화를 그대로 보여주는 사회의 축소판이 기도 했다. 그리고 이 안에서 여성들은 자본주의와 근대화 및 식민화로 치닫던 조선에서 긍정적 소비 주 체로서의 역할과 기능에 대한 시험을 경험하게 된다.

Considering medium side character of the magazine ≪New women≫, this article is to admit the fact that advertisement from ≪New women≫ is to display modernized consumption culture of women, but also as to analyze this fact, we have chased the medium side character of ≪New women≫ magazine and the aspect of genderized consumption culture in contemporary society. Furthermore, to find the aim for our consumption culture, as to confirm present korean society which are becoming consumption society and also to confirm korean women’s wish in their life. Findings in 1920’s, it was confirmative that as the magazine was about women culture and educational media, and as expected they were focusing on public advertisement based on publications which they are the purpose of being published. As women media starting to appear and having through experience as a reader and consumer, women could experience the pride of consumer by knowing that they can also be consumer of particular product. In 1930’s, ≪New women≫ published the advertisement in their column of many types of products for women consumer. These advertisements were clearly showing the reality of “Chosun” society that were moving on to consumption society in 1930’s. Then women have been examined on the role and ability as positive consumer in “Chosun” where the place were becoming to be capitalized, modernized and colonialized.

Considering medium side character of the magazine ≪New women≫, this article is to admit the fact that advertisement from ≪New women≫ is to display modernized consumption culture of women, but also as to analyze this fact, we have chased the medium side character of ≪New women≫ magazine and the aspect of genderized consumption culture in contemporary society. Furthermore, to find the aim for our consumption culture, as to confirm present korean society which are becoming consumption society and also to confirm korean women’s wish in their life. Findings in 1920’s, it was confirmative that as the magazine was about women culture and educational media, and as expected they were focusing on public advertisement based on publications which they are the purpose of being published. As women media starting to appear and having through experience as a reader and consumer, women could experience the pride of consumer by knowing that they can also be consumer of particular product. In 1930’s, ≪New women≫ published the advertisement in their column of many types of products for women consumer. These advertisements were clearly showing the reality of “Chosun” society that were moving on to consumption society in 1930’s. Then women have been examined on the role and ability as positive consumer in “Chosun” where the place were becoming to be capitalized, modernized and colonialized.

≪New women≫, Advertisement, New women, Consumption culture, Consumption society, Women consumer