Korean Sociological Image #28: Cosmetic Surgery Advertisements Featuring Caucasians
I’ve never done any systematic study of advertisements for Korean cosmetic surgery clinics. But still, I’d wager that the overwhelming majority do not feature Caucasians.
And why should they? Like frequent commenter Whatsonthemenu pointed out in an email to me, she has never seen a tanning product advertisement in North America, for instance, that used a model of African descent, and most models look European or possibly Hispanic. Similarly, advertisements for hair straightening products, generally aimed at Black women, always use Black models (usually light-skinned ones), never Caucasian or Asian.
One reason for this is that correlation does not imply causation, and that tanned Caucasians happen to look darker does not necessarily mean that they want to look like Africans. Rather, the consensus view of tanning’s origins is that it developed as a status symbol, implying the wealth to take vacations to warmer climes.
In the case of hair-straighteners however, let me pass on Whatsonthemenu’s comment that “the desire for straight hair almost certainly originates in the desire to look closer to Caucasians,” and that this stems from back when house slaves, who were more likely to have Caucasian fathers or grandfathers, had higher status than field slaves. Which leads one to ask what Caucasians’ absence in advertisements implies?
Perhaps that when it comes to something as personal as dramatically altering one’s body and/or appearance in particular, there is a universal tendency to deny one might be imitating some aspect of another culture, race and/or ethnicity? After all, not to implies acknowledging a (perceived) flaw with your own, unlikely to go down well with other members of it.
Which is what makes Koreas’ exception to the rules so interesting.
( Source: unknown )
Whatsonthemenu noticed this advertisement for the BeautyMe Clinic on The Chosun Ilbo’s website last weekend, clicking on which took you to their homepage above. The Caucasian woman you see there is featured quite prominently throughout the site, and, judging by the the single page discussing double-eyelid surgery for men also featuring a Caucasian man, the choice of her race is not due to mere laziness or accident on the web designer’s part.
So why?
One obvious answer is that some Korean cosmetic surgery patients genuinely do want to look more Caucasian. But I think that they’d be a very small minority, even among those getting only those procedures that ultimately have that effect. Meanwhile, probably the vast majority don’t have that goal, either explicitly or subconsciously, and would justifiably take great offense at the suggestion.
However, clearly the intended customers would have no problems with associating cosmetic surgery in general and/or specific operations with Caucasians, nor find the choice of the model’s ethnicity strange. If they did, then presumably the proprietor of BeautyMe Clinic and others with similar advertisements (see here and here) would have chosen a Korean woman instead, as most do.
Yet they didn’t, and that those (positive or neutral) associations presumably existed prior to exposure to the advertisement puts paid to any notion that “Caucasianness” has had absolutely no role in Koreans’ modern ideals of beauty. And, in turn, to the notion that Koreans finding light skins and double-eyelids and so on attractive today are merely continuations of unaltered historical Korean tastes that existed prior to contact with Caucasians. Indeed, like blogger Michael Hurt wrote in 2005, it’s high time to acknowledge:
…the big, fat, white elephant in the room that is America and the West. You have to consider how having white skin here in Korea is not simply a matter of lightness anymore, of being a sign that one doesn’t have to work outside in a field. The relative pallor of one’s skin is now inevitably linked to notions of civility and class that are also reflected against the very real presence of white people, who are not surprisingly, positively associated with notions of civility and class.
But, and I stress, to do so is not to deny a role – and probably a much greater role – for historical Korean beauty ideals (and definitely not to claim that Koreans just “want to look White”). For a sense of the weight of the respective roles of each, and their possible mechanisms, please see the debate in previous posts.
(For all posts in the Korean Sociological Images series, see here)
Korean Sociological Image #3: From Asian to Caucasian
If you weren’t aware of it previously, then learning about the pressure Korean women are under to have cosmetic surgery for the sake of getting jobs certainly makes you less judgmental about it. Here are two quick excerpts on the subject from this excellent article from The Independent, which I found via this article about the cosmetic surgery component to Korea’s recent drive to become a hub for medical tourism.
First, from the introduction:
The patients crowding the waiting rooms of plastic surgeons in upmarket neighbourhoods such as Apgujeong want jobs with industrial conglomerates such as Samsung or LG. They are rushing to clinics for chieop seonghyeong or “employment cosmetics,” surgical procedures designed to improve a job seeker’s chance of being hired.
Ahn Yun-Seon is a typical candidate. A 21-year-old economics student, she has a job interview scheduled for early May. Last week she spent 1 million won (£538) for surgery on her gums and ears. She hopes to get a job in a bank. “Female bank employees must wear their hair tied back,” she said. “It’s important to have nice looking ears and a good smile.”
And then the conclusion:
Parents in Korea, especially in Seoul, spend a fortune on their children’s education and often go deep into debt to secure them a place at a top university. Knowing the sacrifices their parents have made, many young Koreans are prepared to go to extremes in search of a good job.
“People doctor their CVs and the photos they send to employers,” said Lee Ho-Jeong, who graduated from Hanyang University. “Doctoring their faces is the logical next step, especially when people are scared that they won’t get hired.”
But much more curious than the demand, is its manifestations in Korean women’s choices of cosmetic surgery operations, for they tend to plump for (no pun intended) – double-eyelid surgery, the shaving down of high cheekbones, Romanizing of noses, and so forth – all of which have the effect of making one’s face look much more Caucasian than Mongoloid (East Asian). And place those choices in the context of an East Asian mania for light skin also, then when one sees the image above (source: Scoubi), an advertisement for this cosmetic surgery clinic in Busan, then it’s difficult not to conclude that Korean women have Caucasian ideals of beauty, as I argued in this post in April last year.
Naturally that post aroused quite a *cough* heated debate in the comments section, not least from Korean women themselves, and to be fair I now acknowledge the historical role that, for one, light skins have played as a sign of the non-farming, indoor elite (albeit not just in Asia). And also the fact that I was strongly influenced in my original opinions by seeing such things as an abundance of Caucasian models in Korean advertisements, and that so many Korean cartoon characters tended to look Caucasian also, whereas in reality “Caucasian ideals of beauty” are only one of a host of factors responsible for each (see here – scroll down a little – and here respectively).
But as Michael Hurt wrote in 2005, arguments that modern ideals of appearance are merely extensions of historical associations of light skin and so forth, must confront the:
…big, fat, white elephant in the room that is America and the West. You have to consider how having white skin here in Korea is not simply a matter of lightness anymore, of being a sign that one doesn’t have to work outside in a field. The relative pallor of one’s skin is now inevitably linked to notions of civility and class that are also reflected against the very real presence of white people, who are not surprisingly, positively associated with notions of civility and class.
But which has been notably absent from counter-arguments that I’ve heard so far. So although I’m always open to changing my mind, and think I have a pretty good record on this blog for admitting when I’ve been mistaken and/or changing my mind upon hearing new evidence, until someone actually addresses that point at all then I’ll continue to believe that “Caucasianness” is a very strong, albeit usually subconscious and/or indirect, influence on modern Korean women’s cosmetic surgery choices. But by all means, if you disagree then please try and prove me wrong!
Update: Turns out, this post led to some lively discussion on this K-pop blog, even though the first image wasn’t loading properly at the time!
(For all posts in the “Korean Sociological Image” series, see here)
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