This wedding dress was cut for style…

(Source, all images: conan)

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. Unfortunately though, I wasn’t 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. But soon, the poster was replaced with others, leaving me wondering ever since.

But now that I’ve just stumbled across it, 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, and/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. That aside, I enjoy the series as a whole too (all from this source), so let me finish this post by passing on more examples, for the sake of any readers who may also enjoy them:

Update: See here and here for some higher-definition versions of the final advertisement.

6 thoughts on “This wedding dress was cut for style…

  1. Well, with the proviso that the symbolic purpose of the white is a just a bit outdated these days, I’d have to admit that that particular dress does still have a sort of Catholic schoolgirl appeal to it…


  2. Yeah, I don’t agree with David – it could be worn in an outdoor, summer wedding, especially if on location, a less traditional bride, venue (def not a church), less traditional everything!


  3. David was only joking of course, but yes, that’s a good way to put it. And I for one would love to see more brides with a spunky, in-your face confrontational attitude towards the whole notion of presumed virginity for the woman only…which I don’t think is reading too much into the personality of any bride who does choose to wear a dress like that^^


  4. Just stumbled on your website and I’m so glad I did. I am currently doing my 2nd year of ESL teaching in Korea (currently slogging it out in Ulsan) with my girlfriend Liz. Choosing to forgo the regular ‘drink until we make a kimchi flower’ evenings that a fair number of my fellow foreigners partake in – we’ve begun to talk a lot more. We talk about the status of Korean women then and now, workplace expectations (noraebahngs as sex rooms?!), and of course Korean advertising.

    I have thoroughly enjoyed my Saturday night reading bits and pieces of your blog…can’t wait to read it all!


  5. Thanks Ken, I look forward to hearing your thoughts. And by the way, they’re called “라면꽃” or “Ramyeon/Noodle Flowers” in Jinju, but Busanites had never heard of the term when I used it. Interesting regional variations we’ve got going there!


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