Abstract:
The purpose of this research is to explain the situation about the ideal body shape along with the perception towards the ideal body shape of South Koreans in contemporary society. The research was composed of two sections. The first part was the quantitative research by using the data of KGSS (Korea General Social Survey) collected in 2007 by Sungkyunkwan University. SPSS program was used as data analysis tool for this part of study. The second part was the qualitative research. The researcher went to South Korea and collected the data by using observation method. For the analysis, the researcher reviewed the researches, related articles, and advertisements from South Korean online newspapers web logs, and the observation which described the perception about the ideal body shape in South Korean thoughts in order to understand the ideal body shape situation through South Korean eyes. The research results found that the majority of South Koreans desire to lose their weights regardless of sex and age. South Korean preferred the slim body shape to the plump body shape, the former ideal body shape in Korean traditional society. Also, South Koreans both male and female have the idea that the ideal body shape can be one of the key success factors in achieving their goals besides the educational attainment and work ability.
