Korean Sociological Image #79: The Anti-Communist Hyundai Car

Anti-Communist Hyundai(Source: Moreska. Reproduced with permission.)

As described by the photographer Moreska:

“This bizarre prize giveway ad, with a Hyundai car and hidden-treasure puzzle, circa 1985, features an ‘anti-communism’ prize – first prize, Hyundai car; second prize, set of steak knives; third prize is your fired….oops wrong contest – the first prize is a “anti-communist” Hyundai vehicle and the second prize is a “unification” prize….down the list there’s a Mount Paekdu prize and Mt. Kumgang prize. A really weird one.”

This reminded me of the “Consumption is Virtuous” (소비가 미덕이다) slogan I once read in a Korean newspaper from the late-1970s, back when economic development was explicitly conflated with national security. Previously, I’ve overemphasized how much that sentiment still applies today, not realizing that government and the media actually began to criticize (alleged) overconsumption by the 1990s, in what were really just thinly disguised attacks on women’s new economic rights and freedoms (and important precursors to the “beanpaste girl” {된장녀} stereotypes of the 2000s). This ad though, demonstrates how things were indeed very different just a few years earlier.

Or does it? Moreska, whose Flickr feed is a treasure-trove of retro Koreana, points out how strange it is — so it may have been the exception rather than the rule, even before Korea democratized in 1987. Can any Korean history buffs help out?

(For more posts in the Korean Sociological Image series, see here)

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