When I first saw this SKY (스카이) phone advertisement four years ago, naturally I noticed the extremely short wedding dress first, and wondered what on Earth the supposed connection to the phone was, but unfortunately I wasn’t then sufficiently motivated to find out by getting (very) close to a poster in a phone store window and appearing – to all intents and purposes – to be minutely examining the model’s thighs, which is what reading the very small Korean text would have required of me. It didn’t help that the English Spectrum saga was occurring at about the same time either, which did a great deal to solidify Korean stereotypes of Western men as sex-crazed and perverted, albeit in a public environment already very receptive for any further means by which to justify “protecting” Korean women from them. Just two years earlier during the 2002 World Cup for instance, Japanese women were roundly scorned in the Korean press for waxing lyrical over the bodies of foreign soccer players, sentiments which Korean women had to strictly confine to Korean players.
Hmmm, that’s just a tad more polemical than I intended for a “fun” post, so let’s leave that discussion of that there. Suffice to say that I didn’t make a note of the Korean writing on the poster back then, and no, I haven’t been regretting my timidity and looking online for the advertisement ever since, but came across it by chance while searching for this advertisement last week. Although yes, having done so I did indeed waste entirely too much time looking for a higher definition version, to no avail.
And after all that, I confess to being a little disappointed: the text next to the woman merely reads “스타일을 위해 잘랐다”, or “It was cut for the sake of style”, and then next to the phone “안테나를 잘랐다”, or “The antenna was cut”. Not exactly as creative, or indeed, “different” as I’d imagined.
Still, apologies if this next point is too prosaic, too crass, or even too much information on my part, but I think that there’s something to be said for more (clearly) physically fit Korean women in Korean advertising and real life; even if I was much younger and single, I’d still very soon tire of seeing the mere pretty faces and breast implants that unfortunately seem to be the norm amongst young Korean women in the media these days, and which (again) fly in the face of claims of trends to the contrary described here. But regardless of what you make of the woman in this particular advertisement though, there is also something about the minimalism and burnt umber(?) tones of it that probably have more universal appeal, and if you do like them then you may also like these in what appear to be a series (all from this source):
For some reason I was able to find some higher-definition versions of the final advertisement above here and here though, and am man enough to admit that the guy being kicked in it may be more…er…behind that than the woman, and to my competitive jealousy. Naturally I do like the kick-boxing woman in it too though, although as I don’t want people to make too much of it then it’s probably best that I don’t mention that I happened to briefly date a former New Zealand women’s boxing champion once…