초콜릿복근

James Turnbull's picture

Lessons about Korean ads from a Hong Kong Teenager

How cool is it that a teenage girl in any country makes a video starting like this:

Now, I’ve been here [in Hong Kong] for about…3 and a half years…and I think that if you look at common stereotypes, and you look at the way women are portrayed in the media, there are basically 3 main categories of role models for young girls to look up to. I call them: the sex-object, the virgin baby-machine, and the [bitchy] career woman. And the thing is, I can’t help but feel that it doesn’t matter which category a woman finds herself falling into…cause they all suck! And no matter what she chooses, she just can’t win!

Without deriving from her arguments, many commenters at Sociological Images note that those categories are equally valid in many other developed countries. But as pointed out by Emma, some of the things she mentions are at least more pronounced in the Northeast-Asian region:

…there are a lot of similarities between gender dynamics in HK and many other places in the world, but I do feel the dictate of virtue/virginity is especially strong here, along with a notion of ‘cuteness’ which I do not really recognize from Europe. I would say that the ‘sex babe’ model is not really something you see played out that much in daily life – it’s mostly confined to celebrity culture…

…I also know women from Japan and Korea, who tell me it is still very difficult for many women to balance between having a career and being ‘the good wife’, meaning a modest and submissive mother who mainly spends her energy on the family and the home-sphere.

James Turnbull's picture

Korean Sociological Image #51: Male Objectification & Double Standards

 

What would be your reaction if this flashed on your TV screen?

Mine was thinking that abs aren’t exactly the best analogy for airbags. But my mistake: they’re not supposed to be. Rather, Hyundai needed something to signify the number of airbags as the voiceover went through various specs of the car.

Which to be fair, is much clearer in the full commercial.

How about if a proper airbag analogy had been used instead, like BMW did back in 2006?

( Source )

If you found that objectification distasteful however, then consider the following from Renault/Samsung in 2008 below also:

Which uses the same analogy, but is clearly quite a contrast to BMW’s puerile effort. Nevertheless, some commenters on this earlier post did still have some issues with it, whereas nobody on this blog at least has had any with all of the men’s 6-packs that suddenly started appearing in Korean commercials from last year.

But I’m sure you’re already well-aware of that double-standard, so the purpose of this post is not just to draw your attention to it. Nor is it to simply pass on that juxtaposition of advertisements, however interesting. In combination with a recent development in the Korean media though, what that juxtaposition did serve to do was make me realize both the rapid mainstreaming and dogmatic nature of that double-standard here, and which is a combination that I think is pretty unique to Korea too.

Let me explain.

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