Spending the weekend looking for 8 year-old contraceptive pill commercials, as one does, I ended up finding some adorable 38 year-old ones instead:
Take the title dates with a grain of salt: this brief post says that they actually come from 1982, 1976, and 1976 respectively, and the second at least is corroborated by very similar print advertisements appearing in 1976 newspapers. The writer gains further credibility by noting the names of the actors in the first (An So-yeong/안소영) and third ones (Yeon Gyu-jin/연규진 and Yeom Bok-soon/염복순), and by pointing out that the 1970s ones would have appeared in cinemas rather than on television—although as TV bans on contraceptive commercials weren’t actually lifted until 2006, then presumably the same goes for the 1982 one too.
Here’s what Yeon Gyu-jin (love his expression!) and Yeom Bok-soon ‘say’ in the last one, although I confess I’m a little confused by the end caption that says it’s a “contraceptive pill that you don’t take” (먹지않는 피임야):
M: 이봐, 이봐, 첫 아기는 아들이야. / The first one has to be a son.
W: 어휴, 어휴 아들 좋아하네. 누구맘대로. 딸이 좋단 말이예요. / Tsk. You like boys, but it won’t happen. I like girls.
M: 글쎄 아들이라니까. / Well, I said I like boys.
W: 어휴, 어휴 딸이란 말이예요. / Well, I said I like girls.
M: 당신같은 딸 낳아 누굴 또 속 썩일려구. 어휴…. / If we get a girl like you, she’ll be a handful…
W: 그럼 자기 나 닮은 아들, 딸 어때요? Then, how about a boy and a girl that look like me?
M: 에이,,에이.. 그게 당신맘대로 할 수 있어? Is that something you can happen just because you want it to?
W: 그건 저한테 맡겨 주세요. 제가 자신있으니까요. You leave that up to me. I’m confident!
Celebrating 50 years of the pill in — where else? — a nightclub :) Source.
However charming the commercials may appear now though, any nostalgia for simpler times would be misplaced, as in reality Korea’s population polices were every bit as systematic and draconian as China’s back then. What’s more, the state tended to view the pill as a temporary or supplemental contraceptive at best, much preferring one-shot and permanent methods. In the 1960s, that would be the “patriotic” and “ideal” IUD; by the 1980s, sterilization.
In light of that, these pill commercials become all the more exceptional(?) and intriguing. I’d appreciate any additional information readers can provide about them.
Likewise, it’ll be interesting to see what contraceptive commercials appear — or rather don’t appear — on Korean screens in the future as the Park Geun-hye administration grapples with Korea’s ironic world-low birthrate. Because on the one hand, it is regrettable that the former Lee Myung-bak administration saw no need to defend women’s access to the pill, and it is preposterous that his (re)criminalization of abortion — which simply puts women’s lives at risk — is likewise viewed by his successor as a viable method of baby-making. But on the other, because of course Korea is now a democracy, and finally aired its first condom commercials on television in July last year, and with a firm sex-is-fun message at that (in contrast to the PSAs that were briefly allowed in October 2004). Here’s hoping there’ll be a lot more coming this year too! ;D
(For more posts in the Korean Sociological Image series, see here)