(Source: Ads of the World)
Sigh. I beg to differ on Cup Noodles being a “diet food” made for “people who want to get themselves into shape”, but it’s no great surprise that that’s how they’re being marketed in Korea.
Nor that it’s a Caucasian female model who loses her skirt either, rather than Korean model Jang Yun-ju (장윤주) who’s the one actually endorsing it:
Both familiar themes of Korean advertising, for more on body image in Korea see especially Korean Sociological Image #57 and this follow-up, or #18, 27, and 52 for more the sexualization of Western (especially Caucasian) women in the Korean media, and here for some of the negative effects of that.
Meanwhile, of course I do realize that Korea is by no means the only country where noodles are sometimes marketed as a diet food. But the campaign is very different to what you would see in New Zealand for instance, where my sister – who found the ad here – tells me that, these days, instant noodles are increasingly being marketed to children instead. And as for the falling skirt advertisement, that “would immediately be set upon and torched by militant lesbians”!
Also, as it happens I’ve actually liked Jang Yun-ju ever since I read this, and so consider it both ironic and a pity that such an atypical Korean model agreed to be part of something that displays some of the worst habits of the Korean advertising industry. Moreover, she’s also one of the rare Korean models not ashamed of doing lingerie advertisements (although their numbers have been increasing recently), which again raises the question of what a Caucasian woman is doing, well, bending over on that lamppost instead of her.
What do you think? Has anybody actually seen the ad themselves?
Update: I’m glad I’m not the only one that noticed that it’s male passersby that seemed to most appreciate the ad, whereas women can be seen walking by in embarrassment!
Update 2: I did miss the phallic object though…
(For all posts in the Korean Sociological Image series, see here)