A general problem in uncovering lost cultural axioms and cognitive orientations of societies since gone or transformed is that they are often not articulated as clearly, frequently, or loudly as their importance for the life of a given society and its individual members might suggest. In the words of one student of German attitudes during the Nazi period, “to be an anti-Semite in Hitler’s Germany was so commonplace as to go practically unnoticed.” Notions fundamental to the dominant worldview and operation of a society, precisely because they are taken for granted, often are not expressed in a manner commensurate with their prominence and significance or, when uttered, seen as worthy by others to be noted and recorded. (Vintage Books Edition, 1997, p.32)
Or in other words, antisemitism was considered a normal, natural, and pervasive part of daily life. So, very few people would ever have been motivated to comment on it, let alone critique it.
Now, I’m no expert on German history, and Goldhagen’s views remain controversial. But the abstract idea itself — that if something is ubiquitous in a society, but people aren’t discussing it, then it’s logical to assume that its presence is uncontroversial — remains valid, and can be applied in different contexts.
Herein lies the connection with photosopping in Korea, as excessive…nay, often simply absurd photoshopping is ubiquitous in advertisements here, and which — lest anyone underestimate their impact — people see between 500 and 1000 of a day. In particular, the advertisements above and below for instance, from the free daily Focus, would have been seen by millions of subway commuters daily, with the latter at least running for months last year.
(Source: Seoul Focus, May 17 2011, p. 13)
Yet while Koreans are indeed noticing and talking about that, when I’ve investigated I’ve never found any real critique of the practice of photoshopping itself, even when the writer(s) themselves argued that the models concerned didn’t need it.
Does this mean I’ve simply been looking in the wrong places? I sincerely hope so, and I’d be eternally grateful if anyone could point out any critiques that I’ve overlooked. But still: loath as I am to perpetuate the stereotype that Korea is forever behind the West, the fact that I’m having any difficulty at all is surely telling.
In short, there’s simply no evidence of a widespread backlash emerging against photoshopping here, unlike in Western countries.
Why? That’s an other issue, but I think that probably the biggest factor is that Korea is one of only two countries in the OECD (the other is Japan) that requires photographs on resumes, giving rise to a photoshopper on almost every block. And if photoshopping can get you a job, then I’m sure it can sound very indulgent, even naive to focus on its negatives so.
On the other hand, I often point out how quickly Korea is changing, and which is what makes it so exciting to live here and to study. I remain optimistic that much more awareness and concern will emerge in the next five years or so.
On that note, I’m happy to report that I have actually found a Korean critic, albeit over two years since I first used that quote from Goldhagen(!), and I’ve translated his blog post below. His name is Tam Jin-gang (탐진강), and his blog’s name is Stories about living in the world with Tam Jin-gang (탐진강의 함께 사는 세상 이야기). Relieved and ecstatic as I am to find his post though (and his blog as a whole looks very interesting too), I don’t agree with everything he says, and so I’ve interspersed some of my own quick comments with the translation (update — in retrospect, this format makes me sound a little snarky somehow; that wasn’t my intention!):
영화 짐승 하의실종 신세경, 광고 각선미 비교해보니…스타 연예인의 포토샵 성형 미인 실태는?
Compare Shin Se-kyung wearing hot-pants in The Beast to her bodyline in ads…for stars and entertainers, is it because of photoshop that they’re beauties?
2011/07/19
우연히 포털에서 배우 신세경이 영화 시사회에 등장한 모습의 사진을 봤습니다. 서울 을지로 메가박스 동대문에서 영화 ‘짐승’ 시사회를 가진 것이더군요. 신세경 하면 시트콤 ‘지붕뚫고 하이킥’의 청순한 장면이 떠오를 정도입니다.
When I think of Shin Se-kyung, the first thing comes to mind is her innocent image from the sitcom High Kick Through the Roof. Then, accidentally, I saw a picture of her that was taken at the premiere of The Beast, held at Dongdaemun Megabox in Eujiro in Seoul.
영화 ‘짐승’은 세상에 단 하나뿐인 여동생이 갑자기 실종되자 그녀의 실종 흔적을 좇으며 점차 짐승으로 변해가는 한 남자의 외로운 사투를 그린 리얼 카리스마 액션 영화라고 합니다. 요즘 ‘백지영의 남자’로 알려진 연하 남친 정석원이 주인공이라 세간의 관심사로 떠오르고 있지요.
In this charismatic action movie, the younger (and only) sister of the main character suddenly disappears, and he becomes almost like a beast as he chases after traces of her, in a lonely and desperate struggle. He is played by Jung Sok-won, the younger boyfriend of Baek Ji-young, and is a big topic of gossip these days.
그런데 이번 영화 시사회에서 신세경의 사진은 평소와 달리 소위 하의실종 패션을 보여주었습니다. 대다수 언론 매체들은 아찔한 하의실종 패션이라는 식으로 표현을 했습니다. 또 다른 매체들는 ‘은근 튼실한 허벅지’라거나 ‘꿀벅지’라고 표현도 했더군요. 신세경의 사진을 본 순간 의류 광고에서 모습과 차이가 있다는 생각이 스쳤습니다.
At the movie premiere, Shin Se-kyung wore so-called “disappearing lower-body fashion”, which she doesn’t usually. So, most news reporters mentioned it, speaking of how bewitching she looked in it, while others spoke of her ever so slightly thick, firm thighs, or of her “honey thighs”. But then I saw a difference between the pictures of her at the premiere, and how she looked in advertisements.
영화 시사회에 나온 신세경의 허벅지에 놀랐다 /I was surprised at how her thighs looked at the movie premiere
신세경의 실제 사진은 광고에서 각선미와는 너무 달랐기 때문이지요. 한편으로 과거 신비주의 이미지가 강했던 터라 실제의 모습과 차이도 느껴졌습니다. 그래서 신세경이 의류모델로 나왔던 사진과 비교를 해봤습니다. 최근 모 여성의류 모델 사진의 경우 청순 글래머로 원조 베이글려 다운 면모를 과시하며 남성팬들의 마음을 사로잡았다며 심지어 ‘하의실종 패션 종결자’라는 수식어도 붙어있더군요.
[I was so surprised] because the pictures of what she looks like in real life were just so different (partially, because she has deliberately maintained a very mysterious image previously). So, I compared pictures of her modeling clothes to them. In one recent shoot, as THE original “bagel girl”, she captured male fans’ hearts by showing off her “innocent glamor”. And now with these latest shots from the premiere, she has even been given the label “disappearing lower body fashion ender” too [James – if someone is labeled the “ender” in something, he or she is considered the best in it, “ending” the competition so to speak].
물론 의류모델로서 신세경의 란제리룩 사진 모습은 날씬한 S라인 몸매는 물론 다리도 잘 빠진 각선미를 자랑했습니다. 영화 짐승 시사회의 현실 사진과는 크게 달랐던 것이지요. 결국 광고 사진은 포토샵에 의해 크게 보정된 것이었습니다. 광고 속 스타들의 모습이 포토샵에 의해 보정된다는 정도는 알고 있었지만 이렇게 심할 것이라고는 생각하지 못했습니다. 지금까지는 약간 보정하는 수준이라고 대수롭지 않게 치부했습니다.
As a clothing model, of course Shin Se-kyung had to show off her slender S-line when she did a lingerie photoshoot. But the resulting pictures were very different to those taken of her at the premiere of The Beast, because it turns out that the advertisements were heavily photoshopped. While this happens in all advertisements of course, I had no idea that it was done to quite that degree, and had assumed until now that it was only done for the sake of minor retouching and so on.
지난 청바지 광고에서도 신세경의 모습은 놀랍게 달랐습니다. 완벽한 몸매와 각선미를 보여주고 있더군요. 그러나 실제 신세경의 모습과 너무 차이가 크다는 것을 안 상태에서는 실망감이 앞섰습니다. 신세경의 잘못은 아니겠지요. 의류회사들이 스타 연예인을 내세워 광고를 하면서 포토샵을 심하게 하여 대중들에게 눈속임을 하는 것이 더 문제이겠지요.
I was disappointed with this jeans advertisement of hers also [James – the second set of images below], because now I knew that her perfect body and bodyline in it were so different to the reality. But this is not her fault. Rather, it is a problem of clothing companies deceiving the public through hiring top stars and then photoshopping their images so much.
그렇지만 실제와 다른 스타 연예인들의 포토샵 광고로 대중들을 기만하는 것은 다시 심하지 않나 싶습니다. 일부 대중들이나 청소년들이 광고 속 이미지만 보고 다이어트를 하다가 오히려 건강을 해치는 경우도 발생하고 있다고 합니다. 광고가 아무리 믿을 수 없다고 하더라도 여전히 대중들은 광고에 현혹돼 현실과 이상의 차이를 구분하지 못하는 경우가 허다합니다.
Some members of the public and teenagers diet after seeing such images in advertisements, and they can even harm themselves in doing so. So, however unbelievable the ads are, they can still blind and dazzle some people, who don’t realize how different to reality they are.
스타 연예인들의 광고와 화보, 포토샵의 힘이었다? / Stars’ advertisements and photoshoots are due to the power of photoshop?
사실 스타 연예인들의 외모는 이제 성형 미인이라는 말이 나올 정도로 일상화되어 있습니다. 그렇다보니 광고에서의 포토샵 보정은 당연한 듯히 비추어지기도 합니다. 포토샵 미인 시대라고 할까요. 스타 연예인들에 대한 포토샵 문제는 이미 네티즌들과 일부 언론에 공개되기도 했더군요. 가령 배우 신민아의 모 전자제품 광고에 나온 S라인 몸매가 포토샵에 의한 것이라는 사진 비교가 있었습니다. 그렇지만 신민아는 기본적으로 몸매가 우월한 편이었으며 다른 연예인의 포토샵 보정에 비해 애교 수준이기는 하더군요.
Actually, these days stars get cosmetic surgery to the extent that people think it’s normal for them, and that that is what’s responsible for their attractive appearance. Because of that, having their appearance altered by photoshop in ads is also seen as normal [James – a bit of a leap?]. Is this the age of the photoshop beauty then?
The media and the public are already talking about excessive photoshop [James – I beg to differ!!]. For example, comparing Shin Min-a’s ad for a notebook computer with an unaltered picture of her taken during the photoshoot [James – again, the second set of images below], you can see that she has been given more of an S-line in the former. However, she already has a good body, so this is only mild photoshopping compared to other examples.
지난해 방송된 ‘톱스타도 피해갈 수 없는 보정 작업의 힘’이라는 내용을 보면 연예인들의 포토샵 신공은 정말 다양했습니다. 당시 영상 속에는 ‘신이 내린 몸매’ 찬사를 받았던 제시카 고메즈를 비롯해 김태희, 이효리, 신세경 등 톱스타들의 비포 앤 애프터(before and after)가 담겨 있었지요. 김태희, 김희애, 오연수는 얼굴 주름을 없애 깨끗한 피부로 보정했고 제시카 고메즈는 배와 허벅지, 팔뚝의 군살을 제거해 완벽 몸매로 재탄생시켰더군요. 제시카 고메즈는 그나마 요즘 ‘댄싱 위드 더 스타’에 나오면서 과거에 비해 나아졌습니다.
Last year, there was a TV show titled “Even top stars can’t avoid the power of adjustment”, which showed various kinds of photoshopping examples. In addition to those of Jessica Gomes, at that time described as being an angel with “a body that was a gift from God”, there were before and after pictures of Kim Tae-hee, Lee Hyori, Shin Se-kyung, and so on. Kim Tae-hee, Kim hee-ae, and Oh Yeon-su had the wrinkles on their faces removed and their skin made clearer, while Jessica Gomes had fat removed from her stomach, thighs, and upper arms (although she has lost some weight since then, and so really does look a lot like the altered image now).
이 뿐이 아니었습니다. 이효리, 송혜교, 신세경은 다리를 길게 늘려 하반신 콤플렉스를 극복한 포토샵이 눈길을 끌었습니다. 실제와 달리 아예 몸매가 바뀐 것이지요. 이런 상황을 보면 얼굴 주름이나 잡티를 없앤 경우는 오히려 정직한 편에 속한 셈입니다. 결국 스타 연예인들의 사진 모습은 포토샵의 힘이었습니다. 대중들에게 예쁘고 멋진 모습을 보여주고 싶은 연예인들의 심정도 이해하지만 실제와 완전히 달라진 정도라면 문제가 있다 하겠지요.
And that’s not all. Taking account of their short legs complexes, Lee Hyori, Song Hye-gyo, and Shin Se-kyung had their legs and lower half considerably lengthened [James – while many women have indeed told me that they don’t understand men’s attraction to them, being so short and all, I’ve never heard that they themselves have complexes about their height]. They looked like they had completely new bodies. Compared to this, just clearing up moles and dark patches from a star’s skin is nothing.
In the end, star’s bodies in photographs are entirely due to the power of photoshop. While it’s understandable that stars want to look pretty in front of the public, changing their bodies to this degree is a problem.
지나친 포토샵 보정은 스타의 이미지에 되레 역풍을 초래할 수 있습니다. 대중들은 실제와 다른 사실을 알게 되면 사기당한 기분일 수 있겠지요. 따라서 포토샵 보정을 하더라도 자연스러운 상태를 지키는 선에서 약간만 하는 것이 좋겠습니다. 신세경과 신민아의 포토샵 차이는 자연스러움에 있겠지요. 신세경의 각선미와 몸매가 과도하게 보정됐다면 신민아는 허리 부분만 조금 보정된 것이라 눈에 덜 띄는 것이지요.
Excessive, extreme photoshopping can have its drawbacks. If the public realize how different photoshopped images are to the reality, they can feel betrayed. So, if it is to be done, it is best to keep things looking natural, only changing a little. [Indeed], the difference between Shin Se-kyung’s and Shin Min-a’s pictures are their naturalness. The former’s body has been changed out of all recognition, whereas the latter has only had a little done to her waist [James – I agree with the argument, but not the specific example]:
스타 연예인이라고 모두가 일명 뽀샵, 즉 포토샵에만 의존하는 것은 아닙니다. 무결점의 완벽한 S라인과 각선미를 보여주는 연예인도 많습니다. 김사랑, 박한별, 박가희, 한예슬, 유인나 등 연예인은 사진 화보와 실제 몸매가 크게 다르지 않습니다. 진정한 몸매나 우월한 기럭지의 연예인들이지요. 포토샵의 위대한 힘을 빌리지 않아도 된다는 점에서 이들은 축복받은 몸매인 것이지요. 그렇다보니 몸매가 안되는 연예인은 성형이나 포토샵의 유혹을 받는지도 모릅니다.
Not all stars and entertainers rely on photoshop. There are many that naturally have perfect S-lines. Pictures of Park Han-byul (left, below), Kim Sa-rang (right, below), Park Kahi, Han Yae-seul, Yoo In-na, and so on aren’t dramatically different to how they appear in real life. They are not only genuinely tall, but are blessed with good bodies that don’t require photoshop, whereas those that are neither are so tempted by photoshop and cosmetic surgery [James – I think this blaming is misplaced, and more than a little unfair. How much control do stars — “naturally beautiful” or otherwise — really have over how much advertisers photoshop them?].
인공 인조미인 보다 진정성있는 모습이 더 소중한 이유 / The reason why someone that shows their true colors is more valuable than a fake
실제로 광고사진 전문 스튜디오에서는 놀라운 일이 벌어진다고 합니다. 요즘 스타들은 얼굴만 빌리고 몸은 아예 보정작업을 통해 다른 사람으로 바꾸는 사례가 다반사라는 것이지요. 광고주가 원하는 얼굴과 체형의 모델을 구하기 어렵거나 스타 모델이 과도한 욕심으로 무리수를 두는 경우라고 합니다. 결국 진실의 문이 열리게 되면 뽀샵의 결과로 인해 웃음거리로 전락할 수 있는 경우입니다.
A strange thing happens in the studios where photoshoots for ads take place. These days, it is common for advertisers to photoshop a model’s head onto an entirely different person’s body. Either because they’re looking for a specific head and body type, but the model doesn’t have both, or because the model asks for it. If people knew about this, the models would be a laughing stock [James – I’m very very dubious about this. Not only is no evidence provided for the claim, but such examples would easily stand out, especially considering Korean photoshoppers’ extremely low standards for subtlety].
이제는 뽀샵 사진 문제는 스타 연예인만의 일도 아닙니다. 디지털 사진 이미지 기술이 발달하면서 일반 대중들도 주변에서 쉽게 포토샵 사진 작업을 할 수 있게 됐습니다. 길거리 사진관은 물론 일반 사람들도 PC에서 포토샵을 통한 보정을 하는 시대이니까요. 그러다보니 과도한 사진 보정으로 실물과 달라 소개팅에 나온 사람을 몰라보는 경우도 있었다고 합니다. 제가 아는 지인은 여권 사진을 찍었는데 사진관에서 턱을 심하게 깎은 보정 사진을 내줘 당황했다고 하더군요. 혹시 공항 검색대에서 잘못될까 두려워 다시 사진을 찍었다는 우스개 사연도 있습니다.
And these days, it’s not just stars that use photoshop. Digital imagining technology has so developed that even members of the general public don’t have to go to a photographer to have their images retouched, but can do themselves on their own PCs instead. As a result, people are starting to arrange dates over the internet but can’t recognize the other person when they finally meet, their online images being so different to the reality. Also, I personally have a friend [James – the writer doesn’t say if it’s a man or woman, but I’m going to assume the latter — V-lines are still generally considered to be a female thing, although advertisers are hoping to change this] who had so much shaved off her jaw in her passport photos that she was worried that her passport wouldn’t be accepted if she ever traveled overseas, and so she ended up getting new ones instead [James – there are many similar stories in the comments to the post on resume photographs].
청소년들 중에는 포토샵 사진 속 스타 연예인 몸매를 만들기 위해 과도한 다이어트에 나선 일도 있습니다. 건강이 우선인데 너무 심한 다이어트로 후유증에 시달리기도 하더군요. 스타 중에도 갑작스런 폭풍 다이어트로 얼굴이 쭈글쭈글해져 늙어버린 사례도 있었지요. 우리나라가 성형과 포토샵에 의해 인공 인조인간 증후군에 시달리고 있지 않나 싶기도 합니다. 스타 연예인들의 모습을 보고 따라하는 청소년들 탓만 할 수 없겠지요. 아직 제대로 가치관이 서지않은 아이들이 단지 포토샵 사진에 의존해 현실과 이상의 차이에서 혼란을 겪지 않도록 사회가 바로잡아줄 필요는 있다 하겠습니다.
In order to get bodies of their favorite stars, teenagers are dieting excessively. But their health should come first, and these diets are having serious side effects, while stars themselves too can get wrinkly skin if they diet too abruptly.
Due to cosmetic surgery and photoshop, I feel that Korea is suffering from a kind of artificial human syndrome. And we can’t just blame it all on teenagers following their idols. Yet we do still have to instill the right values in them, so they realize the huge difference between the reality and the “ideal” bodies presented in ads.
너무나 일상처럼 다가온 포토샵 사진 시대가 좋은 점도 있지만 사실을 왜곡하는 문제도 큰 것 같습니다. 잡티 제거 수준이 아니라 몸매 전체를 바꿔버리는 포토샵 성형이라면 더욱 문제이겠지요. 실제로 스타 연예인들이 포토샵의 힘에 의존해 변신을 하면서 청소년들도 아무 거리낌없이 뽀샵에 나서기도 합니다. 그러나 사실이 아닌 거짓의 모습은 결국 스스로에게 독이 될 수 있다는 것을 명심해야 겠습니다. 포토샵이 아니라 스스로 갖고 있는 자신만의 개성과 아름다움에 자신감을 갖는 것이 좋겠습니다. 그리고 스타 연예인들도 포토샵의 힘을 빌어 거짓과 위선의 미를 찾기 보다 진실하고 진정성있는 모습이 더 아름답다는 것을 알았으면 합니다.
Photoshop has become part of daily life, and does have its good point, but the distortion of reality is a big problem. Especially because it’s not just removing the odd blemish here and there, but changing people’s who bodies, as if it were a virtual means of cosmetic surgery. Accordingly, teenagers are photoshopping themselves too.
However, they have to remember that those images too aren’t real, but are lies, and that eventually they will be like a poison to themselves. Instead, they should have confidence in their own special personalities and beauty. Likewise, start and entertainers should be more genuine, and realize that they look more beautiful when they show their true colors, rather than relying on lies and hypocrisy (end).
It’s easy to criticize an industry that – in Korea at least – so needlessly stresses age and appearance, and to consider the young women that aspire to it as hopelessly vain and naive. However, despite these stereotypes, not only do the limited options available to Korean women arguably make stewardessing a rational, adventurous, and even quite rebellious career choice, but Korean airlines even require university degrees from applicants too (and some cabin crew actually have Ph.Ds!).
See the Korea Herald here for more information. Guaranteed, you’ll be much more sympathetic to Korean stewardesses (and hopefuls) after reading it!
Written by me last October, a couple of years after a Qatar Airways-bound student of mine forced me to rethink some of my own assumptions about stewardesses. One of the most intelligent and ambitious 23 year-olds I’ve ever met, I was reminded of her resolution and determination yesterday when I read that Asiana Airlines stewardesses hadprotested the company’s “sexist guidelines regarding female flight attendants’ appearance”, their union head arguing that:
Flight attendants are not Barbie dolls. We are professionals with diverse characteristics who strive to become successful. We should not be judged by how we appear outside. We cannot be subject to any discrimination at work just because we are women.
If anything, this stress on appearance is confirmed by the following advertisement for a Korea stewardess school, which begins by mentioning the benefits of becoming a stewardess, but then has a promotion about a competition to find the “uniform queen” on the back.
On the other hand, it is just the one ad, so we should be wary of drawing too many conclusions from it. I’m just presenting it here mostly for the sake of readers outside of Korea, who may never have seen a Korean one.
Also, from Korea-based readers, I’d be interested in hearing if any other universities likewise got inundated with other schools’ ads at the end of last semester, how they compare, and how effective you’d think they’d be with students (don’t dismiss the cartoon format though — recall that everything is cute in Korea!):
– If you’re a woman, who doesn’t want to become a stewardess? But there’s probably many women who don’t know what you have to do to prepare to be one (nod nod).
– I thought like that too when I began. I was short, my appearance was just average, my English wasn’t good…could I really do it? I worried a lot about it.
– But now you’re the perfect crew member, despite all that. Unbeliv[able]~!! (I don’t believe you!)
– [Older Sister]!! If you become a crew member, what are the benefits?
– The days off are great
– You get discounts on air travel
– You get global opportunities
– You make lots of money
– You even get support for your children’s tuition
– And lots more…
(Wow!~Amazing~)
– So, older sister, how did you prepare? I too absolutely want that challenge!
– I’ll tell you how I did it.
– Okay then! Seonyeong’s stewardess success story, here we go~!!!
Keen eyes will have noticed that that was just Part 1; alas, I don’t have any more in the series, and can’t seem to find them on the school’s website sorry. But here is the back:
The title and first paragraph say:
– Find the Cosea Uniform Queen!!
– Cosea has a school vacation event for students with the dream of becoming crew members!
Next, there’s the details of that event:
– After having a free consultation and an image test, have your picture taken with an instant camera. The best student will win a free course at the school!!
– 1st prize: a free course
– 2nd prize: a set of interview clothes
– 3rd prize: a voucher for a free interview make-up and hair-styling session
– *Everybody that participates will get a personal color image check [James – ???]
Finally, it tells you how to enter the competition. But if you’re interested, then I’m afraid you’re on your own with that!^^
The rationale, according to the official that thought of it, was that “the revealing outfits worn by the performers and their provocative dances could have a considerable impact on North Korean soldiers.”
Alas, nothing came of the idea. But the irony was palpable: in the 1970s, such revealing outfits were deemed subversive by the military government, with ruler-bearing policemen stopping women on the street to measure the length of their skirts (they would also cut men’s hair if it was too long).
This difference is humorously illustrated in Samsung’s 2007 commercial for the Anycall Miniskirt (애니콜 미니스커트), with Jun Ji-hyun (전지현):
It’s disappointing that it was set in the UK though, which never had such ‘fashion-police.’ Why not pick from the wealth of Korean video and imagery from that period? (Just look under “미니스커트 다속” for instance, literally “miniskirt control/supervision/clampdown.”)
My first thought was because the ad is already doing some subtle fashion-policing, through informing the Korean public of the new de facto rules. That would be much less subtle with authentic Korean examples though, and the ensuing social message, however refreshing, would be at odds with the cheerful tone of this one.
On the other hand, we can make allowances for creative license; perhaps the advertisers just wanted a swinging ’60s vibe. Also, it’s not like Koreans themselves aren’t afraid to poke fun at their old, ridiculous laws on miniskirt length (not least because they weren’t removed from the books until as recently as 2006), nor critique modern fashion and body-image ideals.
On the left, the black text reads “If it’s only the shape/appearance of LTE, then it isn’t available everywhere,” while on the right the pink reads “If it’s really LTE, then it’s available in every city.” The headline in the middle reads “But it’s different,” and finally the text at the bottom reads “The one and only LTE, in touch in every city nationwide. Automatic roaming in 220 countries worldwide.”
Personally, I think the execution is flawed—if the woman on the left is supposed to only have the shape and/or appearance of the real LTE (confusedly, “모양” means both), then shouldn’t both women actually look and be clothed exactly the same, with some indication that they’re different for some other reason (say, by having the women on the left scowling)?
Either way, the advertisement’s other message is that the woman on the right, with high-heels, a V-line face, impossibly-long (and uneven!) photoshopped legs, and a dress that only just covers her underwear, is quite literally the modern standard that all agasshis (young women) should adhere to. Jun Ji-hyun’s bobbies would be proud.
(For more posts in the “Korean Sociological Image” series, see here)
This being the week of romance, allow me to repost this 2005 Mis en scènecommercial featuring Ha Ji-won (하지원) and Jo In-sung (조인성), still the sexiest Korean commercial ever.
Apologies for the poor quality, but unfortunately this copy of mine appears to be the only one available. I have found (via A Koala’s Playground) a good copy of the 15-second version though, but, alas, you really need more of a build-up to fully appreciate Ha Ji-won’s smouldering stares!^^
…American military officers helped make abortion the population control tool of choice in those Asian countries where they wielded influence, first in Japan in the late 1940s and 1950s, then South Korea in the 1960s. USAID, America’s aid agency, provided Jeeps for mobile clinics which roamed South Korea performing abortions. At one point, a quarter of the country’s health budget was going on population control and the number of abortions hit an all-time record in Seoul, where, in 1977, there were 2.75 abortions for every live birth. “What would have happened if the government hadn’t allowed for such easy abortion?” asks one sociologist. “I don’t think sex-selective abortion would have become so popular.”
Apropos of the above quote, let me present some government advertisements of the period to give you a better impression of that amazing zeal for population control back then. Also, that whereas couples were encouraged to have two children in the 1970s, and not to favor boys over girls, that this would be reduced to only one child by the 1980s. Messages about the sex-ratio were invariably diluted.
But first, some context. All 30 or so advertisements I’ve been able to find were produced by the Planned Parenthood Federation of Korea (대한가족계획협회; now known as the Planned Population Federation of Korea {PPFK; 인구보선복지협회}) and/or the now defunct Ministry of Health and Social Affairs (보건사회부), and can be found here, here, here, and here, as well as (best) on the PPFK’s website.
(Text, both calenders—”Did you know that the most effective, safest, and simplest device is the loop (IUD)? People who want one, please go to a welfare or family planning center.” Black headline, right calender—”Let’s have the proper number of babies, and raise them well!”)
Formed in April 1961 just before the coup, the PPFK would soon have the strong support of the military government. But according to Seungsook Moon in Militarized Modernity and Gendered Citizenship in South Korea (2005; pp. 81-2), its activities wouldn’t really take off until the 1970s, which possibly explains its rather uninspired efforts above (but note though, that the government itself was extremely active in population control well before then):
The modernizing state had to launch aggressive propaganda for family planning because the idea of contraception was foreign to most Koreans, who tended to believe that having many children meant good luck and that every child would bring his or her own food into the world….
….The state…worked closely with the PPFK to change the public perception of birth control, establishing a department of public relations in 1970 to make the idea and practice of contraception familiar to the populace. The PPFK increasingly relied on mass media (radio, television, newspapers, magazines and education texts of its own) to disseminate positive images and information about families with a small number of children. To encourage popular participation, the PPFK organized popular contests of various kinds, ranging from posters, songs, and slogans to stories of personal experiences by mothers and wives concerning contraception.
A fascinating book, it’s difficult not to quote much more here, as the next few pages make it clear that Korea’s population policies were just as systematic and draconian as China’s. In light of what is revealed in Hvistendahl’s more recent book though, it is strange that it doesn’t also discuss abortions, but it does mention that while IUDs insertions were offered freely in the 1960s (with the Marine Corps mobilized to provide them to isolated islanders), and considered the “patriotic” and “ideal” form of contraception (but with the pill also introduced in 1968 to alleviate their effects, in stark contrast to Japan), by the second half of the 1970s it would be female sterilization that was offered and aggressively applied, becoming “what can only be described as a sterilization mania” by the 1980s. Between 1982 and 1987, over 2 million Korean women would be sterilized, a “semiforced mass sterilization” that “led to abrupt reductions in the fertility rate and the rate of population growth in the 1980s” (p. 85).
(Left, umbrella—”The path to youth and beauty is family planning.” Both posters—”Don’t discriminate between boys and girls, have only two children and raise them well.” {This slogan can be seen on many 1970s posters}.)
(Left, headline—”Which method is good?”; cup—”Family planning consultations”; man, text —”I’ll do it”; text, bottom—”1975 is International Women’s Year.” Right, 19th Family Weekly Magazine May 5-12 1974—”The World has One Destiny”; “NCC=The National Council of Churches in Korea.”)
This poster on the left above is particularly interesting, and not just because that was the year that March 8—which *cough* happens to be my birthday—was made International Women’s Day (alas, I was born a year later). Rather, it’s because of the guy saying “I’ll do it”, which couldn’t help but remind me of young Koreans’ surprising attitude that contraception isexclusivelymen’sresponsibility (as indeed the Japanese think too). However, women were overwhemingly the focus of population control drives back then (Moon notes that only 1 vasectomy was performed for every 10 IUD insertions, although I think the ratio to female sterilizations would have been more useful), and women’s organizations co-opted or specifically created by the state to carry them out, so it seems anachronistic to see a connection between young Koreans’ attitudes today and those of their parents at the same age.
Indeed, this one on the left below turns out not to be about family-planning at all, but rather women’s rights:
(Left, headline—”We are all [the same] human”; Man (clockwise from hat)—”Family registry rights, parental rights, inheritance, children, estate”; Text—”Women’s Family Law Change Committee”. Right, arrow—”The path to a Gross National Income of of $1000 in 1981″; Text, below—”[Previous 1970s’ slogan]”.)
Next, before moving on to posters from the 1980s, note that sterilization campaigns would come to be complimented by various economic incentives (p. 85):
In 1981, confronting negative economic growth for the first time since 1982, along with a decrease in the number of sterilization acceptors, the state issued “Countermeasures to Population Growth.” These measures were characterized by incentives to a family with one or two [James – ?] children; priority in getting housing loans and business loans, monetary support of low-income families, and free medical service for the first visit. During the 1980s, variations of these kinds of incentives were introduced almost every year.
(Left—”Two children is many too!”. Right—”Korea’s population has already exceeded 40 million”.)
And here are two posters with sons, and then two with daughters. But note that, confusedly, there were also some with two children like those in the 1970s though, and that clearly the government and PPFK were still very much concerned about the sex-ratio.
However, like I said that message was surely somewhat diluted by having some posters featuring and explicitly praising having a son, and it would be interesting to do a content analysis to determine the ratio of those that depicted sons to daughters, two children, or (preferably) a sex-neutral image like the eggs above:
(Left—”One family, full of love. One child, full of health”. Right, headline—”Because of one son”; Text—”Overpopulation is everybody’s responsibility”.)
(Top—”A blessing of one child, loved strongly”. Bottom—”Raise one daughter well, and you won’t envy [those who have] ten sons”.)
(Left, sign—”Korea’s current population: 40,524,837, Korea is overflowing”; Text in map—”Even if you only have one child, Korea is overflowing”. Right—”Korea is already overflowing”.)
Finally, please note that these posters are just a handful of those available on the PPFK website, and which in turn must be a small sample of all that were produced. But in combination with what I’ve learnt from Militarized Modernity, they’ve still lead me to an interesting conclusion. Which is that, bearing in mind Koreans’ reputation for procrastination, yet doing things with outstanding zeal and efficiency once they set their minds to them (albeit usually precisely because of putting them off for so long), sexual matters are no exception, despite Koreans’ conservative reputation. Moreover, and intriguingly, it appears that young Korean couples of the 1970s and 1980s were likely to have been much better educated and informed than their children are now.
Assuming it does exist, what on Earth happened in the 1990s and 2000s to account for this curious generation gap? And why, even though technically adults rather than children were the target of government campaigns in the 1970s and 1980s, is sex education in Korea today so appalling?
I wrote an article for Busan Haps this month, about a topic which many of you will recognize from my The Gender Politics of Smoking in South Korea series (Part 1, Part 2, Part 3, Newsflash, Part 4;Living as a female smoker in Korea). Rather than have anyone sift through those thousands of words just to find sources for the statistics I mention in the article though, let me make it easier by providing them all here instead (in order of their appearance):
• Here is the July 8 2010 Busan Metro article, with my translation.
• In that article, the OECD average male smoking rate of 28.4% (in 2007) was unsourced, but the same figure — albeit for 2008 — can be found at Asian Correspondent’stranslation of thisYonhap News report.
• Gallop Korea’s figure of “almost as many as 1 in 5” young Korean women smoking (technically 17%) comes from Gallop Korea: Investigating the Actual Condition of Smoking in South Korea, mentioned in footnote 28.
• That is also the source for the figure of 83.4% of Koreans disapproving of women smoking.
• Mathias Specht was the Korea Times reader who witnessed an old man slapping women in the face for smoking in March 2010.
• I’m No Picasso is an example of one expat female smoker who has changed her smoking habits because of the stigma against women smoking. More can be found in comments to the posts in my blog series.
• More on the “1989 National Health Promotion Law Enforcement Ordinance” can be found in the Globalization and Health article.
• C. Paul Dredge’s Smoking in Korea article, from the Vol. 20., No.4, April 1980 Korea Journal, can be downloaded as a PDF here (the March 1980 reference is a typo by me). For a change though, probably scrolling down Part 1 of my series is actually a much quicker way of finding the text I refer to.
This may be an old ad, but it’s just a great introduction to my Gender Advertisementsin the Korean Context lecture. I’ll probably still be using it 10 years from now.
First, because it shows the value in spending a couple of extra seconds to really look at an ad. Most readers probably immediately notice the faux scratches and blotches on it, reminiscent of a phone screen overlay, but it’s easy to overlook that Kang Dong-Won (강동원) and Kim Tae-hee (김태희) themselves are also supposed to resemble the advertised phone. Once you notice that his collar resembles the reflection on the screen though, then you’ll quickly realize that his grey button represents the dial, and that her black belt buckle matches the cover of the entry port, the curve of her breasts the back of the phone at the top. It’s really quite clever.
But still: if they’re supposed to resemble the phone(s), then why weren’t models of equal heights used? Or why wasn’t the layout of the ad rearranged and/or Kim Tae-hee photoshopped to make her look as tall as Kang Dong-won? Either would have been quite easy, as this second phone ad with the two of them makes clear (source).
To explain, I raise Erving Goffman’s concept of “Relative Size”, or the fact that, if random men and women are paired off together, then in 1 in 6 cases the woman would be taller than the man, whereas in advertisements it’s as low as 1 in 200. Later, I consider the obvious rejoinder that Kang Don-won and Kim Tae-hee were primarily chosen for their celebrity status, discussing why65% of Korean advertisements feature celebrities, whereas it’s only 10% in most other developed countries. Finally, there’s also the concept of “Licensed Withdrawal” to mention, one aspect of which is how men are often shown providing virtual shields for women.
Bearing all that in mind, what does this Samsung SHW-A210S Shape Phone on the right remind you of (source), released back in November 2010? Specifically, the side, which according to Samsung is a particularly attractive feature of the model?
Alas, Samsung was really just attempting to capitalize on Uee’s star power, and on men’s interest in seeing and women’s interest in having an “S-line” (again, the copy makes that explicit). Lest we forget though, that actually means a great set of tits and ass, and it’s testament to the saturation of the term in Korean advertising and popular-culture that Samsung could get away with linking it to a completely unrelated inanimate object.
But that’s not the main reason I’m highlighting the phone here – after all, it’s by no means the first time the S-line has been used to sell one. The Wondergirls (원더걸스), for instance, did so back in 2008:
Instead, what makes this advertising campaign stand out is because on the one hand, Samsung is taking advantage of one body label to sell something, but on the other it’s attempting to replace that label a new one of its own creation – the yoptae (옆태), or “profile”.
The Invention Process
Actually, the campaign starts quite innocently, with Uee simply sketching profiles of things, finishing by announcing that it’s now “The Age of the Profile”. Later on in the campaign, visitors to the website would be encouraged to submit their own sketches and photographs in a competition:
But not before viewers were show which kind of profile the campaign was really focused on. Skip ahead to 0:40 for fashion tips on how to show it off:
Next, Men’s Health cover model (source) and fledgling drama star (and friend of Rain!) Jung Sueng-kyo (정승교) is shown working on his own profile. And you’ve just got to hand it to Samsung for thinking of something that can be applied equally to men and women:
Instead of running with that equally-opportunity objectification though, we’re quickly back to women’s profiles. It’s difficult not to wonder if advertisers are just a little too used to using women’s bodies sometimes:
Context – The Profit Motive
Usually, when Korean body terms are explained to non-Korean audiences, then they’re made out as simple equivalents of English ones, the S-line and now profile substituting for the “hourglass figure” for example. But unlike that term, which I’d wager goes back to at least the infatuation with corsets in the 1800s, the S-line wasn’t even around when I came to Korea in 2000: jjookjjook-bbangbbang (쭉쭉빵빵) was used instead. Moreover, not only are so many invented these days that it’s difficult to keep track, but the pace and especially audaciousness with which this is done in Korea is nothing short of outstanding (source, below right).
(Update: I may be mistaken about how old the hourglass term is – Stuart and Elizabeth Ewen, for example, only mention the “Grecian Bend” in Channels of Desire: Mass Images and the Shaping of American Consciousness {1992; p. 75}. But surely it dates back to at least the 1950s?)
You are probably already familiar with the unbelievable example of the X-line for instance, which is literally only possible in Photoshop, but you may be surprised to also learn that companies are also constantly trying to get the public to redefine “established” terms too, lingerie company Vivian (비비안) hoping to make the V-line better known as the line between a women’s breasts rather than a triangular jaw (which Kwangdong Pharmaceutical sells – yes really – “Corn Silk Tea” to help you obtain). On top of that, Yes’ (예스) lingerie company and W Magazine would rather have that area of a woman’s body known as a Y-line and W-line respectively…while in turn other companies still would rather have the Y-line mean a woman’s back.
And that alphabet soup is just the tip of the iceberg when it comes to that competition for buzzwords and (re)definitions that will stick with consumers. But unfortunately there’s only so much I could fit on a Powerpoint slide!
Media Promotion
Of course, the media and Korean public are well aware of this – the combined image on the left of that slide is testament to that (I added the two on the right). But in my own experience, usually the latter finds the situation more humorous than concerning (a generalization I’d be very happy – but don’t expect – to be proven wrong), while the former merely “reports” on the new body labels (and others like “Gold Misses” – more abstract perhaps, but still very much designed to get women to buy things), only very rarely criticizing the process and/or its effects. In so doing, it serves to simply promote the term, whether that’s in direct collusion with the companies or otherwise.
Take, finally, this inane example from Star News, a transcript of which (from here) I’ve translated below. If you get confused by some of the dates mentioned in it, please note it was aired in November 2011:
스타노출의변화, 옆태가뜬다? The way stars show off their bodies is changing, the “profile” look is now booming
[Y-Star] 스타들의 노출이 많아지면서 섹시한 앞태는 물론이고 일명 숨 막히는 뒷태라 불리며 신체의 뒤 라인이 주목을 받고는 했었는데요 이제 노출의 키워드는 바로 옆태가 됐다고 합니다. 새로운 섹시함의 상징, 옆태에 대해 <스타뉴스>가 알아봤습니다.
While stars have been showing a lot of skin recently, and of course people’s focus is on their sexy “front figures”, and most recently on their so-called breathtaking “back figures”, now a new body-revealing keyword is emerging – the profile. A new symbol of sexiness, Star News has investigated.
드라마 <브레인>를 통해 1년6개월여 만에 컴백을 알려 화제가 된 최정원.오랜만의 제작발표회에서 모습을 드러낸 것보다 더 화제가 된 것이 있습니다. 바로 옆태가 훤히 드러나는 파격 시스루 의상인데요
A year and half since her last acting role, Choi Jung-won has recently made a comeback in the drama Brain. At a press conference about it, the topic of how she looked was much more interesting than the drama itself, as she wore a striking see-through dress that was very revealing in profile.
[현장음: 최정원] 안녕하세요 <브레인>에서 지혜 역을 맡은 최정원입니다
[Choi Jung-won]: Hello everyone, I’m Choi Jung-won, and play the role of Ji-hyae in this drama.
이날 최정원은 이번 시즌 트렌드인 토트 무늬가 가미된 블랙 원피스에 은빛의 과감한 킬힐과 우아한 헤어스타일을 더해 한층 성숙해진 매력을 과시했는데요
On the day of the press conference, Choi Jong-won showed off this season’s trend of a black one-piece with a jigsaw-like design; silvery, bold killer-heels; and had an elegant hairstyle, all of which combined to make to make her attractiveness all the more mature.
특히 옆태가 훤히 보이는 파격 시스루 원피스는 주위 시선을 사로잡으며 집중 플레쉬 세례를 받기도 했습니다
In particular, her profile, visible through her striking one-piece dress, received a lot of attention, getting lots of camera flashes.
이 아찔한 옆태노출패션은 작년 11월, 애프터스쿨의 유이가 선보이기도 했었는데요 일명 옆태폰이라 불리는 한 휴대폰 광고에서 보일 듯 말듯 옆태라인을 노출한 미니 드레스를 입고 옆태 댄스를 선보이기도 했었습니다
This dizzy profile-revealing fashion was also shown off by After School’s Uee last November, in a dance wearing a now-you-see-it-now-you-don’t revealing mini-skirt in a commercial for the so-called “Profile Phone” (source).
그리고 월드컵 축하공연을 위해 무대에 올랐던 포미닛의 현아는 붉은 악마 티셔츠의 옆 라인을 과감하게 자른 의상으로 파격적인 노출을 해서 화제가 되기도 했죠
Also, in a public performance to congratulate soccer World Cup players, 4Minute’sHyuna appeared on stage in a Red Devil t-shirt with the side cut away, so revealing that it became a hot topic (see below).
지난해 유이와 현아에 이어 올해는 최정원 뿐만 아니라 많은 여배우들이 옆태를 내세운 몸매로 시선을 끌기도 했습니다
Following Uee and Hyuna last year, many actresses have drawn attention to their bodies by showing off their profiles, not just Choi Yong-won.
지난 10월 6일 개막한 부산국제영화제에서 파격적인 노출 패션으로 화제를 모았던 신인배우 오인혜.
This October the 6th, new actress Oh In-hye’s exceptionally revealing dress at the opening ceremony of the Busan International Film Festival also became a hot issue.
어깨는 물론 가슴을 거의 드러낸 오렌지 빛 드레스를 입은 그녀는 가슴라인과 등 라인을 노출한 것은 물론이고 아슬아슬하게 비춰지는 옆 라인은 보는 이들의 입을 딱 벌어지게 하기도 했습니다
Of course the orange dress showed off her shoulders, and almost completely exposed her breasts, but it was how dangerous she looked in profile [James – i.e., how close it was to also showing her nipples] that had people’s mouths agape.
그런가하면 지난 7월 14일 열렸던 부천 국제 판타스틱영화제 개막식 현장에서 가장 화제가 됐던 배우 곽지민은 앞트임, 뒤트임에 이어 옆트임까지 노출 포인트를 모두 갖춘 무한 노출 패션을 선보였는데요
Also, at the opening ceremony of the Bucheon Fantastic Film Festival on July 14th, the hottest topic was actress Kwak Ji-min’s outfit, which, being open at the front, back, and the side, revealed almost everything.
[인터뷰: 곽지민] 반응이 그렇게 뜨겁게 될 지는 상상도 못했어요. 학교에서 특히 반응이 굉장히 뜨겁더라고요
[Kwak Ji-min]: I could never have imagined the reaction would have been so intense. It was especially heated at [the?] school. [Kwak Ji-min is 27, so I don’t know what school she’s referring to. Is she referring to a festival venue? – James]
Update: Thanks to (native Korean) Grace in the comments, who clarifies that Kwak Ji-Min is “referring to how popular that image is among schoolboys, saying that the reactions were hot from schools, i.e. the kids in school.”
드라마<내 마음이 들리니>에서 발랄한 캔디녀로 사랑을 받았던 황정음. 지난 5월 공개했던 섹시화보 제작발표회에서 언뜻 보면 평범해 보이지만 옆라인에 반전이 있는 의상을 입어 눈길을 끌었는데요 슬쩍 보이는 상체 라인이 더 아찔했다는 평가를 받았습니다
Hwang Jung-eum has received much love for her role as a vibrant and active candygirl [James – I’m told this means a young woman who’s cheerful and extroverted, especially someone who overcomes some kind of adversity] in the drama Can You Hear my Heart. In May, at a press conference for her new sexy photobook, at a glance she appeared to be wearing ordinary clothes, but if you looked closer you saw that she was wearing eye-catching ones that showed off her profile, making you think of her upper body in a new light [James – see here for my translation of a blogger’s thoughts on how such “exposure” affects her career].
이어 지난 7월 한 패션매거진 화보를 공개한 윤은혜는 옆 라인을 살려 상의를 탈의하고 손으로 가슴부위를 감싸 안은 파격적인 포즈로 화제가 되었죠 그리고 상체 위주의 옆태 라인을 강조하던 다른 스타와는 달리 하체 옆 라인을 과시하며 아찔한 각선미를 보여 주기도 했습니다
In July, Yoon Eun-hye became a hot topic by showing off her profile in a photoshoot for a fashion magazine, undressing her upper body and embracing herself, covering her breast with her hand. Unlike other stars that emphasize the top half of their profiles, Yoon Eun-hye mostly shows off the bottom half of hers.
이렇게 과감하게 옆 라인을 노출해 제대로 된 S라인을 뽐내는 스타들이 많았는데요 새롭게 떠오른 노출의 키워드 옆태! 적정한 선을 지킨 옆태 노출로 진정한 아름다움을 뽐내길 바랍니다.
There are now many stars that have been showing off their well-made S-lines through boldly exposing their profiles like this, making “profile” the new exposure keyword! But let us hope that nobody overdoes it, only showing off sincere beauty by exposing their profiles (end).
If you were confused by the second to last paragraph, then you weren’t the only one: as is clear from the image above (seen in the video), Yoon Eun-hye’s photoshoot was actually in October, and the other pictures can only be said to emphasize the bottom half of her profile (alas, not her bottom itself) in that her legs are physically longer than the upper half of her body. But speaking of Yoon Eun-hye, and to end on a positive note, by no means does all the above imply that Korean celebrities feel compelled to show off every new body term out there, nor – if they do decide to – that they can’t exploit them for their own ends, and/or simply to feel sexy. For much more on that, please see here!
(For all posts in the “Korean Sociological Image” series, see here)
Many girls dream of being princesses and many also imagine a fairy tale of their face gracing the cover of popular fashion magazines. Young artist, Tumblr user, and admitted Disney fan, Mary (Petite Tiaras) gives us a mashup of the best of both worlds by designing covers for popular fashion magazines, such as Vogue, Vanity Fair, and Elle, with Disney princesses as cover girls.
See there for more examples. A big fan of Peggy Orenstein’s Cinderella Ate my Daughter, I loved the uncannily accurate satire, and couldn’t help but compare some real Korean magazine covers, compiled together each month by Eiffel in Seoul:
Probably the biggest thing of note though, is the lack of Korean celebrities on any covers except Céci, which is a little disappointing. Lest the editors be accused of cultural imperialism though, Korean consumers actually tend to prefer Western models and celebrities, at least in women’s magazines.
Also, I was hoping that seasoned pop-culture commentator Alice Jeong Turnbull (5), would be more scared than drawn to them (especially that “edgy” allure cover), but instead she told me that they were “nice”. Still, I suppose that’s an improvement over the usual “pretty”!
Did you know that middle-aged sexual harassers often claim that they were just being affectionate, touching the victim simply as if they were their own daughters? Naively perhaps, I had no idea, so I didn’t give this commercial a second thought when it came out in 2005. But armed with that knowledge, I can certainly understand why it would have made so many women uncomfortable, as pointed out by Park Hee-jeong (박희정) in her article on the commercial that I’ve translated below, and which was echoed by numerous commenters.
Then it hit me. If all this was already well-known by the Korean public in 2005, then it takes no great leap of the imagination to see how middle-aged men’s sexual attraction to 15 and 16 year-old girl-group members could so quickly and readily be framed in the same terms just a couple of years later, albeit more as an avuncular (uncle) love rather than a paternal one for some reason.
Of course, that’s just scratching the surface of ajosshi (아저씨; middle-aged man) fandom, and I certainly don’t want to imply that middle-aged men’s interest in young girl-groups can’t be anything but sexual. Nor that when it is sexual though, that that’s fine for 20 and 30-somethings, but somehow wrong or “unnatural” when coming from older men. Either way, the crucial thing is that it’s acknowledged, and that the impact of —and consequent possible restrictions on—entertainment companies using underage performers to cater to this sexual interest are considered.
This “just like my daughter/niece” rationalization though, is a complete denial, and deserves further exploring: finding it in two different contexts can’t just be coincidence. In particular, I think that that it may—and I stress may—be much more common of Korean harassers than of those from other countries, and would appreciate it if readers could confirm or deny this.
Meanwhile, Park Hee-jeong’s article is more about the memories of such harassment the commercial evokes, and especially on the “beautiful flowering”-type gender socialization contained within the narration. I think she overstates the latter a little when she discusses how awkward the reality of puberty is for girls though, as it’s certainly no picnic for boys either, with other family members likewise invariably embarrassing them or making them feel uncomfortable as they develop. Also, when she implies that wet dreams are celebrated as a sign of manhood, then it’s clear that actually she knows very little about raising teenage boys. But still, it’s a very eye-opening short article, and thanks again to the reader that passed it on to me:
딸의미소는남성들의판타지일뿐삼성생명 TV광고 ‘인생은길다’ 딸편
A Daughter’s Smile is Only a Male Fantasy, Samsung Life Insurance ‘Life is Long’ Daughter Version
저녁 식사 자리, 등을 두드리는 아버지의 손길에 딸은 불편한 얼굴을 보인다. 알고 보니 처음 착용한 브래지어가 신경이 쓰였던 것이다. “장조림 많이 먹어라” 하며 다독이는 아버지의 말에 딸은 수줍게 미소를 짓는다.
As a father and daughter sit down to eat dinner, he gives her an affectionate pat on the back and says “Eat up!”. But we see that this makes her uncomfortable, as she is wearing her first bra, and later she gives an embarrassed smile to her father.
삼성생명의 TV광고 시리즈 ‘인생은 길다’ 중 딸 편의 내용이다. 화면이 진행되는 동안, 광고에서는 아버지의 목소리로 “딸의 인생은 깁니다. 어느새 여자가 될 것이고, 사랑을 하고, 결혼하고 엄마가 될 것입니다” 라는 나레이션이 흐른다.
In this commercial, part of the Samsung Life Insurance “Life is Long” series, the daughter is the focus. In the background, the father narrates “My daughter’s life will be long. Before I know it, she will be a woman. She will fall in love, she will get married, she will become a mother”.
Affectionately noticing how his daughter is developing
이 광고는 딸의 성장을 깨닫는 아버지의 마음을 다루고 있다. 훈훈하고 감동적이어서 ‘눈물까지 흘렸다’는 아버지들의 이야기도 들리는 걸 보면, 많은 남성들이 이 광고의 정서에 공감하고 있는 듯하다.
In this commercial, the father notices that his daughter is growing up. Seeing as many men have been so moved by it as to be almost crying, it is indeed a warm commercial that plays on one’s heartstrings.
그러나 한 켠에서 불편한 감정을 호소하는 여성들의 목소리도 흘러나오고 있다. S씨(28)는 광고를 보며 느꼈던 불편함을 이렇게 말한다. “브래지어를 한 등을 만지는 모습이나 움찔거리는 딸의 모습이 싫었어요. 그 상황에서 느꼈을 기분 나쁜 감정이 떠올라서. 실제였다면 그 상황에서 결코 딸은 웃지 못하죠.”
On the other hand, women are expressing feelings of awkwardness with this commercial. Miss S (28), said it made her uncomfortable, and that “I hated it when the girl shivered after being touched on the back by the father. That feels nothing but bad. Daughters wouldn’t be able to just laugh about it, yes?”.
우리 사회에서 딸들에게 성장, 특히 ‘성적인 성장’은 훈훈한 경험이 되지 못한다. 광고 속 딸도 브래지어를 한 등에 아버지의 손이 닿자 깜짝 놀란다. 십대 여성들에게 성적 성장은 부끄럽고 감추고 싶은 일처럼 되어있다. 브래지어 자체도 몸의 건강과는 상관없이 가슴을 보정하고 감추기 위한 것이지 않은가. 그런 면에서 브래지어를 착용하고 긴장하거나 누가 만지기라도 할까봐 안절부절 못하는 딸의 모습은 훈훈하기 보다는 차라리 안타까운 모습에 가깝다.
In our society, growing up, especially sexual development, is by no means a warm and wonderful experience for girls. In this commercial, even the daughter is shocked and surprised by the father touching her on the back. After all, the bra itself is for hiding and adjusting one’s breasts, regardless of how healthy one’s body is [James – I think this means it is taboo for women not to wear a bra in Korea]. Moreover, worrying about having one’s bra touched [James – Or noticed and/or pointed out?] is a source of tension and stress for girls, making the scene more something to be lamented than as an example of fatherly affection.
“딸같아서만진다”
“I touched her because she’s like my daughter”
여성들이 이 광고를 보면서 느끼는 불편함의 한 켠은 ‘몸을 만지는’ 행위에 있다. 우리 사회에서는 가족이라든가 친하다는 이유로 타인의 몸에 손을 대는 행위가 쉽게 용납이 되는 경향이 있다. 나이 지긋한 분이 성희롱 가해자로 지목되면 “딸 같아서 만진 건데 잘못이냐?”는 변명(?)이 나오는 것도 그런 이유다.
One reason women feel uncomfortable watching this ad is because of the act of the daughter’s body being touched. That is because our society approves of and/or grants permission to men touching them in a friendly manner, like they would their own family members. Indeed, when an older male is accused of sexual harassment, often he fastens on to the excuse that “Can’t I affectionately touch someone like my own daughter?”.
그러나 성장을 기뻐한다는 의도로 몸을 만지는 일들이 자식들의 입장에서는 기분 나쁜 일이 되기도 한다. P씨(30)는 초등학교 시절 가슴이 나오기 시작한 걸 흐뭇해하던 아버지가 맨 가슴을 만진 일에 상처를 받았다고 한다. “아버지야 나쁜 의도가 없으셨겠지만 기분이 나쁘고 싫었거든요. 기분 나빠하는 걸 귀엽게 여기는 게 더 싫고 화가 났지만, 별 수 없었죠.”
While one can touch children because you’re pleased with how they’re growing [James – I highly doubt this is meant in a pedophilic sense. But the next sentence definitely does sound strange though], from children’s perspective it can feel quite bad. Miss P (30) said that when she was in elementary school and her breasts had started appearing, her father touched them in a pleased way [James – as in, “Wow, my girl’s growing up!”] and that this [emotionally] hurt her. “My father didn’t mean anything bad by it, but I still felt bad and hated it. My father thought it was cute though, which just made me angry and hate it all the more, although I couldn’t do anything about it”.
“딸 같아서 만진다”는 말이 통용되는 사회에서 삼성생명의 광고는 많은 여성들에게 불편한 기억을 환기시킨다. 광고 속에서는 의도된 스킨십이 아니었지만, 불편해하는 딸의 모습을 아름답게 바라보는 시점 자체가 이미 여성들을 불편하게 만들고 있는 것이다.
“I just touched her like I would my daughter” is an excuse used so much in Korean society, that this Samsung Life Insurance commercial evokes many uncomfortable memories in women. In particular, having something that would in reality be so uncomfortable for the daughter, to be just cutely dismissed instead, already makes women feel uncomfortable. Even though the father’s intention was not skinship [James — i.e., not sexual. See #2 here for more on what “skinship” is].
광고의 마지막에 수줍은 미소를 짓는 딸의 모습은 그래서 불편할 뿐만 아니라 현실적이지도 못하다. 성적인 변화를 부끄러워하고 수줍어하는 십대여성의 모습을 아름답게 여기는 것은 남성들의 판타지일 뿐이다.
The commercial’s final scene with the girl shyly smiling is not just uncomfortable and awkward, but unrealistic. The notion that a teenage girls’ sexual development is beautiful is just a male fantasy, whereas in reality it is embarrassing and often full of shame.
무엇보다 딸의 성장을 대표할만한 것이 어째서 브래지어가 되어야 하는가. ‘여자’ ‘사랑’ ‘결혼’, 딸의 인생을 한정 짓는 말의 진부함은 더 말할 필요도 없다.
More than anything else, why on Earth is a bra considered so representative of daughters’ development? And there’s no need to limit her future to simply the old-fashioned goals of becoming a woman, of falling in love, and getting married either (source, right: unknown).
바 꿔서 생각해보자. 이를테면 처음으로 수염이 나거나, 첫 몽정을 한 아들을 두고, “어느새 사랑을 하고, 결혼을 하고, 아빠가 될 것입니다” 라며 흐뭇함을 느끼는 어머니의 모습은 쉽게 연상되는 이미지는 아닐 것이다. ‘아들의 성장’이 가지는 이미지는 성적 성장, 가정을 이루는 것 등에 국한되지 않기 때문이다.
Let’s try changing the sexes. Instead of a son’s first shave or wet dream being a sign of manhood, let’s imagine a mother sitting in front of her son thinking “Before I know it, he’ll fall in love, get married, and become a father”. Unlike daughters, when you think of sons growing up, you don’t only think of their sexual development and of them becoming parents themselves.
삼성생명의 ‘인생은 길다’ 시리즈 광고를 두고, 흔히 접할 수 있는 보통 사람들의 모습을 담고 있는 ‘리얼리티’ 광고라 한다. 그러나 그 리얼리티 속에 실제 딸의 성장과 느낌은 박제되어 있다.
Samsung Life Insurance’s “Life is Long” series is widely seen as very touching and realistic. But [hidden] in that [fabricated] reality are daughters’ real feelings and development (end).
Sorry for the slow posting and unanswered emails and comments everyone: I was busy with preparing for a guest lecture at Keimyung University held last weekend, and have been sick with stomach problems ever since (I’ll spare you the details)!
1) Photoshopped or Not? A Tool to Tell
Thanks to everyone who told me about this new software tool for detecting photoshopping. If this is the first you’ve heard of it though, probably the following paragraph from the Economist gives the best basic introduction:
Professor Hany Farid, a computer scientist at Dartmouth College in New Hampshire, and his PhD student Eric Kee, have been investigating photo retouching. They have developed a mathematical expression to quantify ballooning bosoms and winnowed waists. Their paper, published today in the Proceedings of the National Academy of Sciences, describes how they use mathematical models along with subjective human responses to produce a score of how radically a person’s image has been modified from an original photograph.
Even though there does seem to be an increasingbacklash against excessive photoshopping in recent years, at least in Western countries, the exposure this paper has received in the media has still been (pleasantly) surprising, with articles on it published in the likes of the New York Times, the Guardian, Nature, and Wired. I think the reason is that several European governments have already been looking for ways to quantify how much a particular image has been manipulated, to be put as some sort of numerical rating next to it wherever it is displayed, and this new software provides exactly that. Indeed, I wouldn’t be surprised if such disclosures become required by EU law within the next 5 years, especially now that this software is available.
With excessive photoshopping not so much being critiqued as almost celebrated in Korea though (see here, here, here, and here), I’d hesitate to predict when or even if the Korean government will ever do the same. After all, one of the advertisements mentioned in the last link (posted again above; source) was plastered all over the Daegu subway on my trip there last week, despite making Lee Da-hae (이다해) look like an alien, and this week my wife’s and even children’s passport photos were automatically retouched by the photographer before we received them!
Update 1 – To play Devil’s Advocate, my wife says that our children’s photos were primarily retouched to ensure that their ears were visible, and that the background was completely white (their messy hair obscured both). I don’t seem to recall having problems when I was a kid with messy hair myself, but it’s certainly possibly that passport photo requirements have changed since, and by no means just in Korea. Can anybody shed some light on this?
Update 2– With thanks to Brian in Jeollnamdo for passing it on, here is a post doing just that!
Reposted with permission from My Musings (thanks!):
i’ve been thinking about this for a while; and the thoughts i have around this topic is not yet fully fleshed out. but while i was watching this korean talk show called “sae ba qwe” that airs on MBC on saturdays, i was reminded of this topic that doesn’t sit well with me and i need to air it out some.
there’s this confusing and ignorantly dangerous message about personal boundaries within romantic relationships (actually, in all relationships, it seems) that went on blast, yet again, in the korean media.
they were talking about what women prefer more:
1. that men initiate “skinship” (aka physical affection through touch) without asking
2. that men ask permission before initiating “skinship” (source, right)
(alarmingly,) majority of the panel on the talk show picked option 1—that men do not need permission; that somehow, being in a relationship is an umbrella consent for skinship. thank God the panel was wrong—the group of women interviewed for this show this week supported option 2: they like being asked for permission.
it’s a slippery road; this assumption that agreeing to be in a relationship is somehow is equivalent to the green light to any and all kinds of skinship any time.
before i start harping on the patriarchal ideas that this seems to support and how backwards and misogynist my culture can be, i want to note something bigger than just gender issues at play here. this is a boundary thing that my korean culture (doesn’t) deal with that’s different from the western culture that i live in.
this seemingly alarming lack of regard for personal boundaries isn’t just about physical boundaries between a man and a woman within an intimate relationship. there’s lack of clear limit in emotional and social boundaries as well. it’s present in relationships between parent and children; teachers and students; even in boss and employee. consent and having to ask for one seems to mean something different in this cultural context than what i can make out through my western and very feminist lenses.
i haven’t fully figured it out what/how to make sense of it and where i stand on this lack of boundary thing for various reasons. i’m keeping my eye on it though, for sure.
Wikipedia, by the way, says the word “skinship” is derived from Japlish. It doesn’t mention though, that in Korea in at least its overwhelmingly used for couples, rather than for friends or parents and children (is this also true in Japan now?).
It’s funny though, that regardless of how strong the female characters are, and regardless of how “feminist” they are supposed to seem, in a Korean drama there is always a situation where a guy kisses her although she doesn’t want to, and then finally she gives in and kisses him back. Just a thought; is this really a good way to present relationships to a young audience? That it’s ok for a guy to kiss the girl even though she says no?
Update 2 – Please see here for My Musing’s response to the comments thread, and a clarification of her first post.
3) Everything You Ever Wanted to Know about Interracial Relationships in Taiwan
And with the statistics to prove it. A must-read from My Kafkaesque Life, with many parallels to Korea.
4) South Korea Accepts Sexual Harassment as “Workplace Injury”
From Google News:
A South Korean woman who suffered repeated sexual harassment at work will be awarded compensation, the state workers’ welfare agency said in a landmark ruling which acknowledged her suffering amounted to a work-related injury.
Saturday’s judgment marked the first time that suffering caused by sexual harassment has been classed as a workplace injury, and many other victims are now likely to file similar appeals with the agency, the Yonhap news service reported.
Read the rest there. Also, you may be interested in this case from April last year, about the first woman to successfully sue Samsung for sexual harassment.
5) First Korean Documentary about Homosexual Men Airs in Jeju
From the Jeju Weekly:
On Nov. 19 at Art Space C in Jeju City roughly 40 people, mainly Westerners, were on hand to watch “Miracle on Jongno Street,” (종로의 기적) the first Korean documentary about homosexual men. In his debut as director, Lee Hyuk-sang has created a film that shows the daily lives of four gay Korean men living in a society that has yet to accept them as equals.
Released nationwide at 20 theaters on June 2 of this year, the film follows Joon-Moon, film director; Byoung-gwon, a gay rights activist; Young-soo, a chef who moved to Seoul from the country; and Yol, an HIV/AIDS activist who wishes to live in a world that accepts his partnership with his HIV-positive lover. Connected around Jongno Street in Seoul, a “little paradise” for homosexual men according to the film’s synopsis, the documentary does much more than simply depict their lives as gay men, but attempts to break down walls of prejudice and show that their hopes, dreams, and goals are the same as those of heterosexuals.
Turn on a Korean TV, and you won’t be waiting long before you see a commercial with a Korean man in a relationship with a non-Korean woman. But for a long time, I was only aware of one ever produced with the opposite pairing, which I discussed back when it came out in July last year.
Since then, there has also been at least one music video produced that positively features a Korean woman with non-Korean men (not just the one man in this case!), which you read more about at Mixtapes and Liner Notes and Fanboy vs Fangirlhere, here, and here. But again, there’s many many more with the opposite pairing (see here, here, and here for examples). And as far as I know, no more commercials with Korean women hitting on non-Korean men.
It turns out though, that Lee Hyori (이효리) did so back in 2006 in a commercial for Anycall, a mobile phone brand. I must have seen it a hundred times on TV that year, but only ever the fifteen second version, in which the ethnicity of the lucky gentleman at the end was unclear. I would automatically have assumed he was Korean then, but he’s actually Caucasian (with a hint of Latino?), as you can see at 0:27 in the thirty second version above.
As always, I’d be happy to be proven wrong — again(!) — with any further examples of similar pairings. But I doubt I’ll ever receive enough to challenge this clear discrepancy in the Korean media’s representations of different genders and races, which is why I raise it here.
For any readers further interested in why that discrepancy exists, please read last year’s post for more background and many more links.
Update 1) As soon as I’d packed away my netbook and was walking home, I remembered that there was indeed one more example from last year, a promotional video for the 2010 G-20 Seoul Summit. It features a Korean woman and Caucasian man having a traditional Korean wedding, just like I had (the kiss is just for show though—traditional Korean weddings are really quite sombre affairs!):
Update 2) With thanks to Dan for passing it on, here’s a recent commercial for a smartphone, apparently with screen quality so good you’ll be able to see your foreign boyfriend’s bit on the side reflected in his sunglasses:
Until I saw that, I was wondering if the “positively” in the title was a little redundant. But now it seems more apt than ever!
(For more posts in the Korean Sociological Images series, see here)
What comes to mind when you hear that Korean(?) cosmetic brand Clio (클리오) hosts a biennial Clio Cosmetic Art exhibition? That it sounds more like a brand tie-in than a genuine attempt to encourage original and thought-provoking art? The purist in me couldn’t agree more, especially when you consider that some works in the 4th (2009) and 5th (2011) exhibitions were not just inspired by, but use the very same photos as Clio’s own advertisements, prominently featuring brand endorsers Kim Ha Neul (김하늘) and Lee Hyori (이효리) respectively.
When its at the behest of the advertiser itself, arguably the ensuing pop-art loses its edginess.
But art doesn’t have to be radical to look good. What’s more, when you combine the images with the women themselves, then the juxtapositions are like an intellectual wet dream, the afterglow of which has had me buzzing for the last week.
For which are the more real? The flesh-and-blood women in the Insa Art Center (인사아트센터) in Seoul’s Insa-dong district? Or Ha Neul and Hyori the mass-produced visual commodities, with which we are much more familiar?
But although the pictures did indeed persuade me to take down my handful of books on hyperreality and postmodernism, yet again I rejected them as unnecessarily abstruse, even for a geek like me. Also, Lee Hyori in particular (I’m less familiar with Ha Neul) is actually so down-to-earth and accessible that arguments that she’s merely a media creation can’t be sustained, one positive of Korean celebrity culture that I’ll be discussing in a lengthy post next week soon.
Until then, let me just pass on the art itself here, hoping to inspire more aficionados amongst you.
First, see here for a brief English introduction to the 5th exhibition, then the following graphic about it for a quick snapshot. If there’s anything on it you particularly like, click on the graphic itself to go to the Clio website, then on the specific artwork on the graphic there to get a quick (Korean) bio of the artist.
To any K-pop fans, see if you guess where you’ve seen Mari Kim’s work before:
For many more large and/or high-definition pictures of the art and exhibition hall itself, see here, here, here, or here (beware the automatic music in the last one). My favorite work is easily The Magic (also known as Masic) by Park Dae Cho (박대조) below (the one using the same photo as a Clio advertisement), which you can see a zoomable version of here:
Note though, that it’s actually a color-changing transparency in a light box rather than a static image, like most of Park Dae Cho’s works (which you can see more of on his blog):
That video doesn’t really do justice to it though, as it must really have been quite mesmerizing when viewed close-up. For the best equivalent, click on the following image:
As for those of you that share my love of juxtapositions, alas, there seems to be a conspiracy of exhibition-goers to avoid taking decent pictures of Lee Hyori standing next to this particular artwork in particular, this one always cutting it in half for example, or this one being so much more interested in the contents of Lee Hyori’s dress that he ruined the contrast. But decent, albeit smaller and/or watermarked versions can be seen here, here, or on Park Dae Cho’s blog itself.
Meanwhile, if you haven’t guessed already, Mari Kim (blog; Facebook; Twitter), not to confused with (the also – quite literally – cool) Miru Kim, is the artist behind 2NE1’s (투애니원) I am the Best (내가 제일 잘 나가) album cover, and the Hate Youmusic video:
Finally, unfortunately there was much less interest in the 4th exhibition with Kim Ha Nuel, but Dramabeans does have a good English introduction to it, and again Clio has a snapshot image, although without links to the artists this time:
See here, and here for more pictures of the exhibition, and here and here for more shots of juxtapositions.
What do you think? Please let me know, and I’d very much appreciate it if readers could pass on any more examples of interesting juxtapositions and/or celebrity-related Korean pop-art. I’d be especially interested in anything featuring men, as I’m curious if I’m only interested in the Clio exhibitions because they’re centered around two attractive women. I’m sure that’s not the only reason I like them (what do female readers think of them?), but probably it’s much more important than I’d like to admit!
Update – Sorry for forgetting to mention it in case you wanted to go, but unfortunately the 5th exhibition ended back in May. But see you at the 6th one in 2013! :D
Women – not men – were fired in droves at the start of the 2008 financial crisis. But was that as outrageously sexist as it sounds?
After all, they were the bulk of irregular workers back then, when Korea had a greater percentage of them than any other OECD country. Insecurity was a given, which is why the status and rights of irregular workers was a big political issue years before the crisis.
In such strained circumstances, it sounds almost churlish of women to complain about that arrangement.
But women were also the first to be fired during the the 1997 Asian Financial Crisis, back when Korea had the smallest number of irregular workers in the OECD. Indeed, it was generally only this newly emerging irregular work that was made available to women – especially mothers – once the Korean economy began to recover, and accordingly the Korean female workforce participation rate has stagnated at the lowest or near-lowest rate in the OECD ever since, and Korea has by far and away the largest gender wage gap.
Considering this, mere economic rationales of why women have again been treated so differently – badly – by employers in the latest financial crisis should be treated with a great deal of suspicion. In particular, they can’t explain why Korean companies are currently hiring roughly only one female graduate for every four male ones, as the following MK article makes clear:
“취업성차별” 여대생들의눈물 / “Sexual discrimination in hiring” [causes] female university students’ tears
31 October 2011
서울 소재 중상위권 대학 졸업반인 이 모씨(25ㆍ여)는 금융권 취업이 목표다. 그는 지난 7월부터 2개월간 한 증권회사 지점에서 인턴사원으로 일하며 우수한 평가를 받아 정규직 전환 1순위로 꼽혔다. 하지만 결과는 실패였다.
The goal of one Ms. Lee (25), member of the graduating class of an upper-mid-level Seoul university, is to get a job in finance. Starting last July, she did a two-month internship at a branch of a securities company, where her superb evaluations caused her to be considered the top choice to be given a permanent position. However, she was unsuccessful.
며 칠 후 이씨는 상사에게서 충격적인 말까지 들었다. “미안하지만 본부에서 남자만 뽑으라는 지시가 내려와 어쩔 수 없었다”는 것. 이씨는 “각 지점에서 매긴 인턴 성적은 여성이 훨씬 높았는데도 당시 정규직으로 입사한 여성은 단 한 명도 없었다”며 “다른 이유도 아니고 ‘여자’라서 꿈이 무너졌다고 생각하니 억울하다”고 토로했다.
A few days later, Ms. Lee even heard these shocking words from her superior: “I’m sorry, but we got instructions from headquarters to only hire men, so there’s nothing I could do.” Ms. Lee revealed, “Though at each branch, the ranked interns’ marks were much higher for women, at that time there was not a single woman among those hired as permanent employees. I think my dream was crushed for no other reason than that I’m a woman, and it’s not fair.” (source, right)
극심한 취업난 속에서 여대생들이 취업 문턱에서 좌절하며 눈물 짓고 있다. 여성 고학력화로 곳곳에서 여풍(女風)이 불고 있지만 채용시장에선 남성 지원자를 선호하는 성(性) 차별이 심각한 것으로 확인됐다.
Amid severe unemployment, female university students at the threshold of getting jobs are being frustrated and shedding tears. Through women’s increased high levels of education, “female wind” is blowing [female influence is making an impact] everywhere, but it has been confirmed that, in the job market, sexual discrimination in favor of male applicants is serious.
지 난달 31일 매일경제신문이 국내 10대 기업을 대상으로 지난해 대졸 신입 공채 합격자 남녀 비율을 조사한 결과 여성은 신입사원 10명 중 1~2명꼴로 나타났다. 여성 신입사원 비율을 평균 내보니 18.5%로 20%를 채 넘지 않았다.
On Oct. 31, the results of an investigation by the Maeil Kyungjae newspaper into the gender ratios of new university graduates hired by 10 major domestic companies last year found that women made up 1 or 2 of every 10 hires. They averaged the percentages of new female employees and found it was 18.5%, not even 20%.
기업별로 보면 롯데그룹이 27.5%로 가장 높았고, LG와 SK는 20%, GS는 18%, 한화는 17.1%였다. 현대ㆍ기아차는 10% 후반대로 나타났으며 현대중공업이 9.7%로 대졸 여성 신입직원 비율이 낮았다.
Broken down by company, Lotte Group was the highest at 27.5%, LG and SK were at 20%, GS was at 18%, and Hanhwa was at 17.1%. Hyundai Kia Motors was in the high teens, and Hyundai Heavy Industries had the lowest percentage of women among the recent university graduates they hired, at 9.7%.
최 근 대학생들 사이에 큰 인기를 끌고 있는 두산그룹 기업 이미지 광고 ‘사람이 미래다’에는 취업을 준비하는 여대생이 자주 등장하지만 해당 기업에 여자 신입사원 비중은 18.8%로 매우 낮은 것으로 알려졌다. 두산 관계자는 “업무 특성상 남자 비율이 압도적으로 높아 여성 신입사원 비중이 낮은 편”이라고 말했다. 한진은 대한항공 등 일부 계열사로 공개 범위를 제한했고, 삼성은 공개 자체를 거부했다.
Female college students looking for employment often appear in the corporate image advertisements of Doosan Group, which is gaining popularity among current university students, but it has become known that the ratio of female new employees at this company, at 18.8%, is very low. A Doosan official said, “The nature of this business is [requires] an overwhelmingly high percentage of men and so a pretty low ratio of women.” Hanjin limited the range [of information] made public to some subsidiaries like Korean Air, and Samsung refused to release any information.
통계청에 따르면 지난해 여성 대졸자는 27만1773명으로 남성 대졸자(26만8223명)를 10년 만에 처음 앞질렀다. 하지만 대졸 여성 실업자 수는 14만2000명으로 관련 통계 조사를 시작한 후 사상 최고치를 기록했다.
According to the National Statistical Office, the number of female university graduates last year, at 271,773, outstripped that of male graduates (268,223) for the first time in 10 years. However, the number of female graduates who were unemployed was 142,000, the highest on record.
결국 기업들이 여성 인재를 적극 채용할 수 있는 제도적 기반 마련에 미흡하다는 지적이 나오고 있다. 전문가들은 섬세함과 부드러움, 배려심, 소통 능력 등 여성만이 가진 강점에 주목해 기업이 경영전략 차원에서 인식을 바꿔야 한다고 강조했다. 김왕배 연세대 사회학과 교수는 “후기 산업사회로 넘어오면서 남성성을 상징하는 ‘하드웨어 소사이어티’보다 섬세함으로 대변되는 ‘소프트웨어 소사이어티’가 부각되고 있다”며 “소비자 욕구를 잘 잡아내는 기업이 살아남기 때문에 여성 인력 장점을 극대화할 필요가 있다”고 설명했다.
In the end, it is being noted that there is a lack of arrangements for institutional groundwork from which businesses can actively hire talented women. Experts have emphasized that businesses need to take notice of strengths that only women possess, like delicacy, softness, thoughtfulness, and communicative ability and so change their perceptions at the level of corporate strategy. Kim Wang-bae, a sociology professor at Yonsei University, explained, “As we become a post-industrial society, ‘software society,’ which represents delicacy, is becoming emphasized over ‘hardware society,’ which symbolizes masculinity. Because businesses that excel at capturing consumer demands survive, it is necessary to maximize the strengths of female personnel.” (end)
As always, news like this strongly challenges narratives of a glorious future of Korean grrrl power that pervade the English language media about Korea (see here for a discussion of the above video for instance). But I confess that I was still shocked at the figures above, although perhaps I shouldn’t have been when even an implicit advocate of women’s rights like Professor Kim Wang-bae above subscribes to the same delicate women / tough men worldview that Doosan Group does!
Or in short, putting reactions to that Mr. Pizza (미스터피자) commercial under the magnifying glass. If you haven’t already then, make sure to read Stephen Epstein and Rumi Sakamoto’s article of the above title at Japan Focushere, and thanks very much to them for the mention.
No, not pin-up girls, but pin-up grrrls. Let me explain the difference.
First, take another long hard look at Yoon Eun-hye’s (윤은혜) photoshoot for October’s Dazed and Confused, as one does. Because despite appearances, it was probably a tough sell. Would you invest 8000 won (US$7.24) in a magazine for just 7 revealing pictures of a celebrity, out of 255 pages? Even if there are no high-definition versions available on the internet?
Maybe. I did, but as you’ll see, I was looking for an interview of her. You can make jokes about my real motivations later.
I suspect then, that the photoshoot’s main purpose may not have been to sell more copies of that particular edition per se. Rather, it was looking to enhance Dazed and Confused’s brand through the ensuing publicity, thereby selling more magazines and being able to charge more for advertisements in the long-term. If so, then the massive attention the pictures have been getting in the media can be considered a success, in the process Eun-hye literally – if only fleetingly – embodying the Wikipedia definition of a pin-up girl as “a model whose mass-produced pictures see wide appeal as popular culture”. Even, in a hyperreal sense, in the absence of the physical pictures themselves.
Next, consider them in the context of a retrofad that has been sweeping movies and K-pop (or at least the female half of it) since at least Lee Hyori’s (이효리) U Go Girl of 2008. Again, while strict censorship and sexual conservatism likely confined any physical Korean pin-ups to seedy bars until the 1990s (I’ll consider “soju girls” separately shortly), pin-up girl chic is certainly becoming a recognizable part of Korean popular culture. It was no great surprise to see models copying them (source, right) on Korean television last year for instance, and I refuse to believe that it’s a mere coincidence that now there’s even an online clothes store with the pin-up name.
Vivent les femmes?
Well, that’s certainly a possibility, which I’ve very much underplayed in the last five years I’ve been writing about Korean gender issues. And not that I wasn’t correct to do so: knowing that baring breasts in magazines was one notable form of resistance to censorship in Francoist Spain in the 1970s, naively I projected that onto what were increasingly risqué Korea soju ads starting from about 2006, likewise equating more T&A in them with, well, sexual and political liberation (see here for a modern Arab equivalent). Thankfully, many readers soon disabused me of that notion, and I’ve been at pains to point out that the latter doesn’t automatically signify the former ever since.
A brilliant book, alas it is also 444 pages long, but fortunately a roughly 20 times shorter version(!) is available online here, which I strongly encourage you to read in full. Here’s just a taste of why it was so eye-opening:
In the same way that women surely saw their own reflection in the illustrated recruitment pin-ups of WWII, it seems that many similarly saw the Varga Girl not as an unattainable fantasy of the heterosexual male imagination, but an ideal they could both associate with and aspire toward. Contrary to contemporary assumptions that the Varga Girl (and Esquire magazine) were enjoyed by an exclusively male audience, we find her presence in such contexts where she would not only have been highly visible to women, but there as the result of what one can assume was her already existing popularity with a female audience. By the start of the war, women were certainly familiar with her; in the very same issue as the first Varga Girl, an Esquire reader-poll appeared that indicated nearly three-quarters of the “gentlemen’s magazine” subscriptions were in fact read by women, for whom the magazine’s illustrations were the number one attraction…. In fact, if one reads the magazine’s letters section, “The Sound and the Fury,” throughout the ‘40s, women’s letters were frequently published–many written solely to remind the male editors and readers that the magazine had a broad audience that included women, whose presence they should consider in features, cartoons, and advertisements.
Replacing the “iron rice bowl” of job security in urban China in the 1990s is the craze of creating the “rice bowl of youth”. Everywhere attractive young women have been sought to represent the shining image of “modernity”. Booming service, commercial, and entertainment industries post numerous age-, gender-, and, often, height-specific advertisements seeking women under the age of 25 and above 165 centimeters in height. Stylish, elegant, or sexy, young “Misses” are displayed in remodeled or newly built “modern” hotels, restaurants, department stores, travel services, night clubs, dance halls, and so on. As older state industries lay off women workers over 35, these modern young Misses, many with no particular education or technical skills, are entering the rising industries (mostly in the private sector, some with foreign investment) where their youth and beauty provide a ticket to incomes several times higher than those of their older sisters.
And in particular:
The creation of the rice bowl of youth is a “joint venture” of consumerism and capitalism that commodifies and objectifies women. Its contradictory aspects should not, however, be overlooked. Many a Miss Public Relations, Miss Shopping-guide and Miss Travel-guide is far from being a passively constructed “decorative” object for the fulfillment of her bosses’ utility needs and their male clients’ sexual fantasies. Rather, many are active players in the melodrama of modernity, who consciously manage their “profits” by a range of strategies, including frequent job changes to advance their position, and investing in various adult education programs to acquire new qualifications and skills [James – a surprising absence here is mention of cosmetic surgery]. Seizing the rice bowl of youth, many young women catapult themselves into lasting careers. The inherent modern values in this position, such as assertiveness and competitiveness, have been expressed prominently in young Misses’ pursuit of career development in a competitive job market. This gendered employment pattern with its inherent contradictions, in short, provides opportunities for young women’s social and economic advancement, even if it blocks employment access of older laid-off workers, and reinforces gender [James – and sexual] stereotypes.
For an alternative, much more critical view of that development in the Korean context, please read this post of Michael Hurt’s at Scribblings of the Metropolitician, and indeed I do think Whang slightly overstates her case. But the points have been made: dressing and posing sexily in commercial photographs isn’t necessarily exclusively for men, nor does a woman deserve scorn if she does so simply in order to advance her career. Also, that these are not mutually exclusive.
But as something to celebrate in a Feminist sense? That all sounds somewhat hollow, let alone just basic common-sense. Whereas last week I promised you a useful, refreshing perspective with this post.
Enter the pin-up grrrl, who exalts in her sex appeal to both men and women, whether as sexual object, subject, role model, or all three. And above all, she never strays out of character.
By these criteria, merely being featured in Korean pin-up girl chic isn’t quite enough. Just like www.pinupgirl.co.kr doesn’t actually sell anything even remotely pin-up girl themed, simply appropriating the risqué clothing, poses, and terminology of an earlier, quite literally foreign era is meaningless if the same women are infantilizing themselves in their next commercial, talkshow appearance, and/or photoshoot (update: or their Japanese promotions). Yet this is the norm in Korea, where so many female icons loudly touted as confident and independent are actually under the firm control of their management agencies (not even being able to use the internet or have cellphones, let alone go on dates), and where the fact that almost 3 out of 4 commercials feature celebrities means that the same women can be found endorsing just about anything (even competing brands).
Examples abound. At the same time that KARA (카라) were making waves for their “butt dance” (엉덩이 춤) choreography for Mister (미스터) below for instance (and which is a problematic song in itself, placing — for all its supposed female bravado — all romantic initiative in the hands of said “Mister”)…
…you were just as if not more likely to see them on Korean TV doing their childish commercials for Pepero (빼빼로):
More recently, Girls’ Generation’s (소녀시대) purported shift to a more mature, sexual, and empowering image with the release of their latest album The Boys is undermined by familiarnarratives of passivity in the lyrics to the Korean version of the song (but which are tellingly absent from the English one). In particular, while one member (Sunny) did claim that (hat tip to askbask):
“The lyrics’ [meaning] are up to the interpretation [of the listeners’]. Rather than just the simple meaning of girls giving boys support, it can be interpreted in many ways. The girls could be telling the boys that we’ll take the lead, giving off a more tough image. It could also be interpreted as girls telling the boys to get their act together and cheer up. (laughs) The song also aims to give courage to people, whether they’re girls or guys, who are tired out [by life].”
Nevertheless, as someone not just contracted to SM Entertainment, but also the niece of its founder, she is hardly in a position (or have the inclination) to claim otherwise. Moreover, even if for the sake of argument I allow that the lyrics are indeed open to interpretation, most likely the very next thing I’ll see Girls’ Generation in will still be an advertisement for one of the numerous brands they’ve endorsed above, piling on the cutesy aegyo. And even if I further concede that that’s because surely many of those endorsement contracts precede the release of The Boys, and will continue to apply for some time after it, you’d a) assume that if that was a genuine concern, then SM Entertainment could have scheduled things better so as not to undermine Girls’ Generations’ new image, and b) be hard-pressed not to recall that actually they were already supposed to have become “bad girls” with Run Devil Run nearly two years ago.
So again, it’s promoting and maintaining a pin-up grrrl image that is crucial. By which token we can also dismiss most soju girls too, even if they are indeed technically a kind of Korean pin-up. Because with very rare exceptions, such as Kim Yoon-ah’s (김윤아) example discussed here (the singer, not the skater), not only are soju ad formats usually extremely restrictive, but, for all their sexing-up in recent years, the models therein remain firmly ensconced within a virgin/vixen dichotomy, well illustrated by Jeong Ryeo-won (정려원) and Ha Ji-won (하지원) above (only three years apart btw; they changed really quickly!).
Which brings me back to Eun-hye’s pictures, which surprised me because I remember that she endorsed the Korean lingerie brand Vivian (비비안) back in 2008, yet somehow without actually wearing the lingerie at all (as you could see earlier in the post {source}; see here and here for the politics of Korean lingerie modelling behind that). So, I bought the magazine itself assuming that they would include an interview of her, in which, however lame, unreliable, and/or perfunctory, she explained her reasons for the sudden change. Not only was there no interview inside though, but to my chagrin (no, really) I soon discovered that actually she’s been talking her clothes off in public for years now (“have you seen this” indeed!). Which possibly explains why I can’t find any mention of why she did the photoshoot on the internet whatsoever, despite the ubiquity of “news” articles about it as mentioned (source, right).
So, the jury’s still out on Eun-hye at least (although I admit that I’ve yet to look for interviews about her earlier photoshoots), and I acknowledge that my relative lack of knowledge about Korean female celebrities means I may be unfairly and/or prematurely dismissing them, something I’m sure has also gone through many readers’ minds.
So, as you can see below, I’ve been trying to rectify this, looking for reliable interview sources of interviews of Korean singers. But this is harder than you may think, as Korea seems to lack any definitive music magazines. AstaTV, for instance, is literally just 105 pictures of mostly boy-bands for 11,800 won (US$10.44), a magazine format I’ve very surprised to still see around in 2011, while Junior is, well, very much for juniors. Alternatively, the very cheap – but thick – weekly Movieweek and Cine21 magazines are good sources for singers that have also acted, but naturally I’m frustrated not to find something much more music focused.
So, I would very much appreciate recommendations from readers, or if in future you could pass on any decent interviews and articles available on the internet (whether of men or women), in which they elaborate on the themes discussed in this post (I’ve included my translation of one I did find at the end of this post). Indeed, probably in just five minutes some of you will find something about Eun-hye’s Dazed and Confused photoshoot in that I couldn’t in two weeks.But even if so, you’d think that someone earnestly looking would surely have a much easier time of it?
And with that thought, I suddenly realized that I’ve been going about this all the wrong way, and in fact had been quite hypocritical. Because the onus is not on me to find pin-up grrrls by sifting through what, by this stage, looks like an increasingly homogenized, clone-like mass of female celebrities, but rather to highlight those ones who are already doing their darnedest to stand out themselves.
Yes, hereccentricities have put me off in the past too. No, I haven’t heard anything about her in at least a year either. But, just like that picture in that last link demonstrates (well, just about any picture of her really), you’d be hard-pressed to think of a well-known Korean woman quite so brazen (Update – Oops: actually she’s Korean-American, in which case Margaret Cho also instantly comes to mind. But she’s not quite so well-known in Korea itself).
If you personally have never heard of her though, then here is a quick biography of her below. Normally I’d be reluctant to copy and paste an entire article like this, but unfortunately there is increasingly less information about her available in English, and so this (originally from KBS somewhere) needs to be preserved before it’s lost when the long since defunct Pretty Korean Girls blog disappears (hey, beggars can’t be choosers!):
Since her performance of ‘Lost Dream’ in her underwear at the 2003 Venice Biennale, Nancy Lang was introduced to Korea, and she quickly appeared in magazines, on TV and on the Internet. Her showbiz philosophy that she would make money with art shouting “Cutie! Sexy! Kitty!” and “I Love Dollars” has raised controversy among art circles as well as the public.
Unconventional performance
Lang played the violin in the middle of a street wearing Victoria Secret lingerie and red high heels with kabuki style makeup. Her childhood dream was to become a violinist. And she realized the dream through art. Once, at the San Marco Piazza in Venice, she was held by the police for four hours, after which she became popular. Her performances thereafter continued to stand out. The New York born ethnic Korean is a US citizen. She only attended an international high school in Manila but her mannerisms and accent bear the hallmarks of a third generation Korean-American. Her Korean name is Park Hye-ryeong. But eyeing the world as her stage, she strategically changed her last name through help from a lawyer. “Lang” was the final choice among several names as it visually looked nice in typographic terms. Born into a well-to-do family, Lang however went through difficult times when her father died during her college years and her mother fell sick. At times, she couldn’t pay her tuition. But through the trials, she developed a clear sense of life and living.
The evolving Taboo Yogini
Multi-talented Lang’s unconventional character and provocative performances have grabbed the attention of the art, fashion and entertainment circles alike. In her trademark series ‘Taboo Yogini,’ characters such as a woman with a huge courtesan wig or a figure with a body of a robot and a head of a girl, rooster or dog appear. And invariably held in their hand is a powerful gun or a Louis Vuitton bag. In the backdrop is a car, a Chanel lipstick and other luxury brand logos. “Yogini” means an angel or a devil in the dictionary. Taboo Yogini, representing both good and bad, is a ceaselessly resurrecting spiritual being due to its persistent power and life energy. It is the symbol of Lang herself, her dreams, her wounds and her fight. The self-proclaimed ‘walking pop art’ doesn’t hide her love for brand name and elite goods. Last year at the Seoul Arts Center, the bikini clad Lang asked audience members to put oil on her body before going on to sing ‘Purple Scent’ to the tune of a karaoke machine. She pulled off another eccentric performance “Nancy Lang’s autograph session” during which she autographed her posterior as the inaugural artist of the Gwangju Biennale. The Taboo Yogini series is expected to evolve even more. In pursuit of breaking apart and assembling robots, Lang has only yet gathered the parts, and during the process she can let go of past regrets. Her work these days in fact show glimpses of her severing chains with the past and moving toward a fantastic future, portrayed by a wounded yogini and a guardian angel robot. If yogini was Peter Pan to Lang, the robot would be her Tinker Bell. It may be that she is inviting someone she can rely on in the future into her world filled with luxury goods.
Dreaming of Korea’s Takashi Murakami
Her work and lifestyle and her brutally candid and daring speech and actions invite criticism at times. But she doesn’t care. She confidently argues that, like a racehorse, she only runs toward a clear goal. She has firmly established herself as an artist reaching out to the public. Few others see art as showbiz as much as she does. But approaching show business with new ideas and works is a whole different realm. Her role model is Takashi Murakami, who successfully turned his character creations into art based on the animation, comics and games culture. Most of her works sell well and her name once topped the top online search word list. She knows what she wants, “I will become a world renowned artist who can influence the general public, and based on that foundation, I want to gain wealth and fame.” We wonder what she will show us next, as she brings along issues and controversies wherever she goes with her art.
Next, in the unlikely event that you’re not already convinced of her worthiness of the title of pin-up grrrl, then surely Psychedelic Kimchi’sinterview of her in 2006 will be sufficient, which I was very glad to still find five years after first reading it (and apologies for stealing that above image from it!). Especially as, unfortunately, that seems to be the sum total of the only substantive English sources remaining on her, although there is still her (pretty active) official Facebook page (albeit not accepting new Friend requests, or at least not mine; sniff), her (less active) Twitter account, and finally her personal website (but curiously blocked because of phishing attempts the day after I first found it!). And of course I would again be very grateful if readers could pass on anything else, as I would for any suggestions of any other candidates for Korean pin-up grrrls.
But one final thing before I do thank you though, is to draw attention to the origins of the term “grrrl” itself, lest people more familiar with it than I feel that I’m using it too liberally. In short, it comes from the Riot Grrrl underground Feminist Punk movement in the Pacific Northwest in the early-1990s, about which the New York Times wrote the following on the twentieth anniversary of its founding earlier this year:
Ms. Marcus, the author of “Girls to the Front,” agreed that it was part of a 20-year nostalgia cycle. But she added that “people are flocking to these reminiscences because there remains a tremendous hunger” for the kind of liberated, don’t give-a-damn femaleness “that was in full flower in the ’90s,” with nothing quite as potent since.
The fashion pendulum may have inevitably swung back to the ’90s, but riot grrrl, with its snarky cut-and-paste zines and carefully built micro-communities, prefigures a lot of youth culture today: targeted communication and social networking (although they did it with letters and flyers, not e-mails and Facebook messages); the lure of the handmade and the local — the craft marketplace Etsy could have been born in a riot grrrl meeting; and an attitude, evident in blogs like Jezebel and the Hairpin, that feminism can be fun.
And in particular, the original Riot Grrrl Manifesto included the following, in what was I’m sure a deliberate choice of double entendre:
BECAUSE we must take over the means of production in order to create our own moanings.
Why this is important is because of how in her book proper, Maria Buzek contrasts Andre Dworkin’s Beauty Hurts (1974; see it here) and Annie Sprinkle’s Anatomy of a Pin-up Photo (1991) above, then in her conclusion (pages 362-3) discusses Ann Magnuson’s Revenge of the Vargas Girl (1992) below, about which she says:
In “Revenge”, the artist poses in the guise of an elegant World War 2 Varga Girl but turns the artist’s airbrush gun – the medium through which Vargas created his fantasy women – back onto the world. Magnuson has associated her appropriation of the pin-up with the same bait-and-switch subversion as the riot grrrl movement, saying: “Women’s sexuality has been shunned; there’s no shame attached to being sexual. But then, why should frat boys be the only ones who get to appreciate a curvy figure? When the pin-up is allowed to speak (and has something to say), it changes the landscape”. But Mangnuson’s assertion that the tools of the pin-up’s male creator, in the hands of its dangerous spawn, can be easily turned against its creator’s or viewer’s potentially oppressive motives also serves as a metaphor for all of the Feminist pin-up imagery we’ve seen here. In this way, the pin-up’s ultimate “revenge” lies in the fact that, although it may have been created as a tantalizing but unreal object for the delectation of heterosexual men, the pin-up would also find ways to reject this role to reflect and encourage the erotic self-awareness and self-expression of real women.
I’ll leave it up to the reader to determine how and where Nancy Lang fits into that. Or, indeed, how Korean women who wear extremely revealing clothes on the red carpet do, as discussed in the following article from the Sports Chosun, found via Charles Tilly at the Marmot’s Hole. Normally, I’d reject such a tabloidish and vacuous source, but then you recall the difficulty of finding more “serious” sources, and besides which I’ve often pointed out how tabloidish even the mainstream Korean media is. Indeed, considering that such pictures are the newspaper’s unofficial focus, then it might actually be the best source on them(!), and to my surprise its choice of accompanying pictures is not only quite conservative (as Tilly also points out; in particular, it makes no mention of Kim So-yeon’s [김소연] notorious dress below, worn at the opening of the 2007 Busan International Film Festival), but to its credit it also extols the virtues of confident “older” women, usually at best considered completely asexual by most of the Korean media:
[WHY] 여배우들의 레드카펫 과다 노출, 왜 끊이지 않나 / Why is there no end to actresses’ excessive exposure on the red carpet?
김표향 기자 suzak@sportschosun.com / Reporter: Kim Pyo-hyang
이처럼 수위가 높은 ‘파격 노출’은 지금껏 없었다. 뜨거운 ‘노출 논란’의 주인공은 바로 신인배우 오인혜. 6일 부산국제영화제 개막식 레드카펫에 그녀가 등장하자 사람들은 충격으로 벌어진 입을 다물지 못했다. 겨우 가슴의 일부만을 아슬아슬하게 가렸을 뿐, 상반신의 대부분은 훤하게 드러냈다. 곧바로 그녀의 이름 앞에는 ‘노출 종결자’ ‘노출 폭격’이라는 단어가 붙었고, 인터넷과 SNS는 관련 내용으로 도배됐다. 전세계인의 애도 물결 속에 하루종일 검색어 1위였던 스티브 잡스도 이번만큼은 자리를 내줄 수밖에 없었다.
Never has there been exposure like this. In this “exposure controversy”, the leading figure is new actress Oh In-hye. As soon as she stepped out on to the red carpet at the opening ceremony of the Busan International Film Festival (BIFF) on the 6th, everyone was so shocked they couldn’t close their mouths. With a dress that only barely covered just part of her breasts, she was displaying almost her entire upper body. Immediately, prefixes like “Exposure Terminator [Killer/Best]” and “Exposure Bombshell” were attached to her name, and social network services inundated with them. While all day previously the world was in a wave of grief over Steve Job’s death, [in Korea at least?] his position as the most searched item couldn’t help but be replaced by Oh In-hye.
Image caption left – 제16회 부산국제영화제 개막식이 6일 부산 영화의전당에서 열렸다. 개막식에 앞서 거행된 레드카펫 행사에서 배우 오인혜가 등장하고 있다. 최문영 기자 deer@sportschosun.com / The opening ceremony of the 16th BIFF on the 6th at the [new] Busan Cinema Center. Actress Oh In-hye arriving at the red carpet event prior to the ceremony. Photographer: Choi Mun-yeong.
Image caption right – 조선명탐정: 각시투구꽃의 비밀’ 제작발표회에 나선 한지민. 스포츠조선DB / Han Ji-min at the Chosun Dynasty: Detective K production announcement (SportsChosunDB)
(Sources: unknown)
Image caption left – 백상예술대상 시상식을 찾은 민효린 (스포츠조선DB) / Min Hyo-rin at the Paeksang Arts Award Ceremony (SportsChosunDB)
Image caption right – 지난 해 열린 골든디스크 시상식을 찾은 남규리 (스포츠조선DB) / Nam Gyu-ri at the GoldenDisks Award Ceremony last year (SportsChosunDB)
여배우들의 파격 노출, 끊이지 않는 이유는? / What is the reason actresses keep exposing themselves so?
오인혜가 부산의 레드카펫을 휩쓸고 간 후, 개막식 자리에 참석했던 한 중견감독은 이런 말을 했다. “무명일수록 노출이 심하더라.” 여배우들이 레드카펫 노출을 선택하는 이유가 이 말 속에 들어 있다. 화제와 논란을 일으키며 사람들 입에 오르내리는 것. 그러면서 자연스럽게 인지도가 올라가기를 기대하는 것이다. 무명에 가까웠던 오인혜도 강렬한 첫 등장과 함께 사람들 머리에 그녀의 이름을 깊숙이 새겼다. 신인들에게 레드카펫 노출은 자신을 PR하는 가장 효과적인 전략인 셈이다.
After Oh In-hye overwhelmed the red carpet in Busan, an important producer attending the opening ceremony said the following: “The less famous, the more extreme the exposure”. Herein lies the reason so many actresses choose to wear such revealing costumes on the red carpet. As the controversy surrounding them grows, the more they will be on everyone’s lips. At the same time, you can naturally expect them to get a lot of name recognition. [Indeed] Oh In-hye was a virtual unknown, but with her intense first entrance has carved a deep impression on people’s minds. To new actresses, exposing themselves on the red carpet is definitely the most effective PR strategy.
반면에 신인이 아닌 배우들은 이미지 변신과 연기 활동을 위해 과감한 노출을 선택한다. 한지민과 민효린, 남규리는 공식석상에서 선보인 섹시한 드레스로 ‘첫사랑 소녀’ 같은 이미지에서 벗어날 수 있었다. ‘반전 몸매’ ‘베이글녀’라는 수식어와 함께 여성스럽고 고혹적인 매력이 보태졌고, 남성들은 물론 여성들에게도 호감도가 상승했다. 작품 선택의 폭이 넓어졌음은 물론이다.
On the other hand, for established actresses a bold, revealing dress statement can be used to change an image or [assist in some new] acting activity [like a comeback?]. By wearing sexy dresses, Han Ji-min, Min Hyo-rin, and Lam Gyu-ri could get rid of their “First Love” images. Now with the words “electrifying body” or “bagel girl” [James – I disagree: that latter is invariably a term applied by the media rather than deliberately sought, and indeed many women labelled with it actually reject it] they have a charming, feminine attractiveness added to their names, of course increasing their popularity among men and widening the acting roles available to them.
Image caption left – 2008년 청룡영화상 시상식의 김혜수 (스포츠조선DB) / Kim Hye-su at the 2008 Blue Dragon Awards (SportsChosunDB)
Image caption middle – 제16회 부산국제영화제 개막식이 6일 부산 영화의전당에서 열렸다. 개막식에 앞서 거행된 레드카펫 행사에서 배우 송선미가 등장하고 있다. 최문영 기자 deer@sportschosun.com / The opening ceremony of the 16th BIFF on the 6th at the [new] Busan Cinema Center. Actress Song Sun-mi arriving at the red carpet event prior to the ceremony. Photographer: Choi Mun-yeong
Image caption right – 2007년 대종상 시상식에 참석한 김수미 (스포츠조선DB) / Kim Su-mi at the 2007 Daejeong Film Awards (SportsChosunDB)
노출의 고수들은 뭐가 다른가? / What makes the experts different?
레 드카펫을 노리는 여배우들의 ‘워너비’는 단연 김혜수다. 관록과 여유, 고급스러움이 느껴지는 김혜수의 레드카펫 드레스는 여배우들에게 교과서나 다름 없다. ‘김혜수’ 하면 자연스럽게 파격적인 드레스가 떠오를 만큼 노출에 능하지만, 과감한 드레스를 입고 움츠러들거나 옷을 추스리느라 바쁜 여느 여배우들과 달리, 김혜수는 고개 숙여 인사할 때도 좀처럼 손으로 가슴을 가리지 않는다. 그 당당함과 자신감이 김혜수를 지난 10년간 ‘레드카펫의 여왕’으로 만들었다. 매번 베스트드레서로 뽑혀도 드레스 자체보다 김혜수가 더 빛나는 이유이기도 하다.
Of course, the model for red-carpet actresses is Kim Hye-su. She [not only] gives off an aura of dignity, composure, and refinement, [but in] the case of red-carpet outfits, is like a textbook for other actresses. She is very skilled in making her name synonymous with daring fashion statements, [for instance] unlike other actresses wearing revealing clothes, not only not shrugging, laughing, adjusting, and/or rearranging her clothes when she has to lean forward to greet someone [in order to not expose themselves further], but not even covering her chest up with her hand [James – as is the Korean custom]. [Indeed], it is not so much her outfits that have made her the “Red Carpet Queen” for the last 10 years, or why her dresses have been selected as the best at the award shows so many times, but rather it’s the way that she wears them.
올 해 부산국제영화제를 찾은 송선미도 지적인 이미지에 맞는 ‘지능적인’ 노출로 눈길을 끌었다. 가슴 부위가 세로로 깊게 파인 블랙 홀터넥 드레스로 우아함을 잃지 않으면서도 파격 노출에 성공했다. 세련된 포즈와 여유로운 표정도 단연 압도적이었다.
This year at the Busan International Film Festival, Song Sun-mi gave off an eye-catching “intellectual exposure” that suited her intellectual image. Over her breasts was a deep vertical cut in her black halterneck dress, which successfully showed off her body without detracting from her elegance. Of course, the combination of her sophisticated pose and composed expression was overwhelming.
중견배우 김수미도 공식석상에서 노출을 즐겨온 대표적인 여배우다. 김수미는 글래머러 스한 몸매를 강조한 과감한 드레스를 종종 선보였다. 그리고 근래에는 드라마에서 호피무늬 비키니까지 소화했다. 올해 제천국제음악영화제를 찾은 김부선도 상반신과 하반신이 분리된 독특한 드레스로 화제의 중심에 올랐다. 다소 난해한 컨셉트였지만, 사람들을 의식하지 않고 축제의 열기와 팬들의 환호를 마음껏 즐기는 그녀의 모습은 당당하고 아름다웠다. 나이를 무색하게 만드는 두 사람의 노출은 여배우의 자존심이 무엇인지를 몸으로 증명했다.
Kim Su-mi is a middle-aged actress who also enjoys showing off her glamorous [James – busty] body, often wearing daring dresses that emphasize it. In a recent drama for instance, she even wore a tigerskin pattern bikini, and what’s more it fitted her well too.
Also, at this year’s Jecheon International Film and Music Festival , Kim Bu-seon wore a unique dress that separated her upper and lower body into two halves, and which was on everyone’s lips. While its concept was a little difficult to understand, she was unconcerned, and was beautiful and confident reveling in fans’ passion and cheering for her [James – see above; source].
Both actresses showing of their bodies like this is testament to the fact that age is just a number!
(Source. Call me indulgent, but that dress really does have to be seen to be believed!)
때론 노출이 발목을 잡기도 / But sometimes exposure backfires
‘노출’에는 반드시 치밀한 전략과 계산이 필요하다. 자칫 무리수를 둘 경우, 배우 생활에 치명타를 입을 수도 있기 때문이다. 오인혜가 등장하기 전까지 파격 노출의 대명사처럼 인식됐던 한 배우는 그 덕분에 인지도는 올라갔지만 작품 활동에 있어서 보이지 않는 제약이 생겼다. 매번 비슷한 역할만 제안이 들어오고, 노출에 가려져 상대적으로 연기력까지 저평가 받고 있다. 털털하고 액티브한 이미지로 호감도가 높았던 한 배우 또한 레드카펫에서 선보인 파격 드레스가 화제가 되면서 오히려 원래의 건강한 이미지를 잃어버리고 말았다.
“Exposure” requires elaborate strategy and calculation. Even if it just barely excessive, it can permanently affect an actress’s career. Before Oh In-hye appeared on the red carpet for instance, there was one actress who became well-known for her own exposure but found the roles available to her severely restricted from then on – indeed, not only was she offered the same kind of ones again and again, but her exposure detracted from people’s evaluation of her acting ability in them. And in another case, an actress was well-liked for her free and easy and active image, but she lost her original healthy image when she wore a revealing dress on the red carpet.
James – I’m surprised the author doesn’t mention who, as she is so ready to directly comment on everyone else (albeit positively). Also, I’m afraid I don’t know what “healthy” means in this context either!
신 인일 경우, 이같은 노출은 더욱 조심해야 한다. 이미지가 생명과도 같은 연예계에서 ‘노출 전문’이라는 꼬리표가 평생 따라다닐 수도 있기 때문이다. 한 영화 관계자는 “레드카펫은 여배우들을 위한 것이라 해도 과언이 아닐 만큼, 여배우의 아름다움과 숨겨진 매력을 최고치로 보여줄 수 있는 자리다. 그만큼 사람들의 시선도 더 강하게 끌어당기고 이미지를 선명하게 새길 수 있다. 하지만 그것 때문에 오히려 역효과가 날 수도 있다”며 “노출로 논란을 일으킨 배우의 경우, 그 이미지가 워낙 강해서 전혀 새로운 역할에 캐스팅하기는 현실적으로 쉽지 않다”고 조언했다.
Meanwhile, new actresses have to be much more careful about this type of exposure, as they may be labelled an “exposure expert” and be unable to shake it off later, which would be disastrous in an industry where image is everything. Like someone in says, ” the red carpet is mainly for female actresses, and it is the best chance for them to show off their beauty and hidden charm. It’s also a good chance to get people’s attention, and to emphasize their image. However, that can have side effects. If an actress arouses too much controversy because of her exposure, then the reality is that she will be typecast in that corresponding role from then on”. (end)
A possible starting point for discussion: is Lee Hyori (이효리) also a pin-up grrrl, whom I’m sure many of you expected me to mention instead of Nancy Lang? That is, if any of you still have the energy to talk by this stage!^^
Update 1: Or how about the Brown Eyed Girls (브라운아이드걸스) instead? While I was pretty disappointed with them for endorsing “Juvis Diet” back in 2009 (see here and here for why), this recent post on them by Dana in Soko has definitely persuaded me to reconsider.
Update 2: The link to Dana in Soko has been fixed. Sorry!
Update 3: It’s not really worth translating, but for what it’s worth, Oh In-hye doesn’t regret her choice of dress! (Via: The Marmot’s Hole).
See here for the details. Alas, it’s not being given by me, but by Dr. Stephen Epstein, my far more capable and entertaining co-author (of this book chapter of the same name).
Unfortunately, work commitments mean I’ll be unable to attend personally. But if you’re in Seoul and free on Tuesday night yourself, then make sure you do!
Update: See here for a follow-up post at Gusts of Popular Feeling.
For readers’ sakes, wisely I’ve tended to avoid discussing my tastes in women’s body types on this blog. And don’t worry: I’m not going to start now.
But probably I’m deluding myself in thinking that they’re not already obvious from the images I use. Also, surely my occasional posts about hourglass figures are a dead giveaway. After all, why else would I argue that they’re universally-attractive, if not to feel smug about my own preferences?
Seriously though, while I do think there is solid evidence for that universal attraction, I’m always open to debating it, and would be the first to admit that such evidence is often misrepresented in the media. In turn, when it lacks any caveats and qualifications, at the very least it doesn’t challenge the public’s preexisting beliefs about body types. Say, those held by people in the fashion and clothing industries particularly, whose usual fashion advice for women with different body types is:
…”almost always aimed at getting women’s bodies, whatever shape they might be, to conform with the [ideal (skinny) hourglass figure]. The advice video below, sent in by Tara C. and aimed at women with “pear-shaped” bodies, does exactly this:
See Sociological Images for excerpts and commentary. And indeed, one additional way in which women are subtly(?) reminded that the hourglass figure is an ideal to be conformed to, is by altering the shape of the bottles of drinks aimed at them:
You’d think I would have noticed years ago, but then I’m afraid I don’t buy them. As for not noticing it in their advertisements however, I confess that possibly I was simply too fixated on the accompanying models’ navels to ever pay attention.
Apologies if that makes me sound crass. But unlike with Shin-se kyung (신세경) above, for some reason it genuinely took the less exposed example of f(x)’s Victoria (빅토리아) below for me to see the hourglass packaging for the first time:
Yet once I did, then suddenly I realized that you saw it on a lot of drinks aimed at women, whether explicitly “diet” ones or otherwise. In addition to the “G2” and the grape juice for instance, to the right of Victoria there’s the “Black Bean Thera Tea” endorsed by Lee Hyori (이효리) in the opening image (discussed in detail here). Then below those: “Matcho”, “I’m Bori”, and finally “Today’s Tea”, discussed way back in Korean Sociological Image #2.
And I could certainly go on. But on the other hand, I don’t want to exaggerate the extent of the trend either.
For starters, by no means are all or even most drinks aimed at women hourglass-shaped, and indeed in this image of the drinks section of what looks like a small supermarket, actually only those aimed at children have anything that even remotely resembles an hourglass shape. Also, there is possibly just as strong or even stronger a trend to make women’s drink bottles skinny rather than any specific shape, as explained here. Finally, making bottles more masculine-shaped may make them quite impractical to hold,* whereas hourglass shapes lend themselves to it.
Given the context of how deeply gendered drink marketing is though, then I’m not entirely convinced that practical considerations provide sufficient explanation for the gender imbalance in those drinks that do have “body shaped” bottles. It seems entirely possible, for instance, to add the contours of a six-pack to drink bottles aimed at men. Yet even in the unlikely event that readers have actually come across that(?), or something like it, it would still be the exception that proves the rule.
But whatever the reasons, and whether it’s a skinny or hourglass bottle (or, indeed, a skinny hourglass bottle!), it’s definitely yet another way in which advertisers try to subtly influence our body type ideals.
Something to bear in mind next time you find yourself in the drinks section!
*It’s only tangentially related, but you may find it interesting. Back when I was doing freshman calculus (yes, I was an astronomy major before I switched to East Asian Studies), once we looked at the the problem of what shape of Coke can would use the least amount of aluminum for the greatest volume of Coke contained, which – if I remember correctly – turned out to be a can the same diameter as its height. As the lecturer explained though, cans the shape of toilet rolls don’t exactly look cool, let alone fit in the hand well!
Update: Gotta love this alternative design by Chinese designer Le Jin!
Actually, the brief 2011 Chinese Film Festival itself finished nearly two weeks ago sorry. But I’m much more concerned with the poster, one of the best I’ve ever seen.
I’d really like to know who designed it, but unfortunately all I can make of that name in the bottom-right corner is “환영” – not the last syllable, and searches of my various guesses have come to naught, Indeed, it actually might not be a name at all, as “환영” by itself means both “illusion” and “welcome”.
Can anybody can make out the full name, and/or clarify? Any help would be much appreciated!^^
Update – With thanks to Paul Carver for passing the links on, the illustrator’s name is 윤환영 (I guess the last syllable was actually a sort of symbol or signature?), and an interview of him and more of his works can be seen here and here respectively.
“Speed”, as the New York Timesrecently intoned, is an “obsession” of Koreans. It’s a cliche, like most labels the foreign media applies to them, but it’s one of the few I’d generally agree with.
Another is that they’re hardworking. While they don’t work quite as many hours as foreign observers tend to think, nobody can deny that they’re always prepared to roll their sleeves up when the boss demands it.
Perhaps then, their boss should consider reviving the 1980s custom of having employees doing traditional national gymnastics together (googminchaejo; 국민체조) before the start of work? For when it comes to losing weight by themselves, Koreans’ obsession with speed easily trumps the resolve they have when they’re on the job.
In short, Korea is simply bursting at the seams with ads promising quick fixes.
To be fair though, I haven’t lived outside of Korea for 11 years, so I can’t reliably claim there’s any more of them here than in, say, the US. The one study I’m aware of that did compare diet ads in both countries however, found that US ones tended to promote more active ways of losing weight, whereas Korean ones tended to promote the idea that if one simply ate, drank, applied, or even sat on the advertised product or service, then that perfect body was simply guaranteed.
That isn’t mere hyperbole. Technically neither foods nor medicines, dieting-related products are a little-regulated, legal gray area in Korea, essentially allowing manufacturers to pretty much make up any claims about them that they like.
It is no wonder then, that Koreans consume them in droves. And I can empathize: once a former gym addict concerned with bulking up, ironically now I have a good 10kg to lose. But with two children, I lack the time, energy, and enthusiasm I had for exercising in my twenties. If only I could just drink something like “Fat-Down” instead, or even this beer (well, actually I have started drinking that). Or sit in this special seat all day. Or use this when I shower. Or, indeed, wear shoes that automatically toned my fat ass just by my walking to and from the subway station each day…
Alas, the online Reebok store lists only 5 male versions to 47 female ones, and they’re all a little pricey for me. Perhaps, just like Coke Zero (which has replaced Pepsi in my Black Russians) was so named because men associate the word “diet” with women too much, the disparity is because Reebok felt that men would ultimately reject the idea. And who can blame them? For as just those examples above (and especiallytheseones) demonstrate, all aimed at women, to say that US advertisements tend to promote active methods of losing weight, Koreans passive ones, is a little simplistic. Instead, it would be much more accurate to say that in both countries, it’s the active methods that get promoted to men, the passive ones to women.
Despite half the population not buying them though, toning shoes are the fastest growing shoe market in Korea at the moment, with ReeTones alone making up half of Reebok’s total sales.
It was with great interest then, that I recently read that the US Federal Trade Commission (FTC) had ordered Reebok to refund 25 million dollars to (gullible) US purchasers of its EasyTone (이지톤) sneakers, finding that its notorious assvertising claims were nothing more than hot air. Would Reebok Korea also be providing refunds? What about other Korean companies offering similar products? Would this be a wake-up call for Korean consumers? What do they think about the news? Read on to find out.
First, from Money Today (머니토다에), taking up from when it starts talking about the effect on Korea:
우리나라에서도 리복은 지난 5월 이지톤 토닝화의 몸매 보정 효과를 대대적으로 홍보하며 판매에 들어갔다. 때문에 업계에서는 공정거래위원회가 어떤 조치를 취할지 주목하고 있다.
In Korea too, there has been an immense marketing drive for EasyTone shoes since May, so the industry has taken a great deal of interest in what measures the FTC would enact.
국내시장에서는 리복 뿐 아니라 뉴발란스, 르까프, 스케쳐스, 휠라, 머렐 등에서 몸매 보정기능을 강조한 토닝화를 시판중이며 시장도 매년 급성장 중이다. 업계 추산에 따르면 국내 신발시장의 전체 규모는 약 4조원. 그중 워킹화와 토닝화 시장 규모는 연간 6000억~7000억원, 브랜드만 총 20여 개다. 매년 40~50%대의 폭발적인 성장세를 보이고 있다.
In the domestic market, it is not just Reebok that sells toning shoes, but also New Balance, Sketchers, Fila, and Merrel, and this market is rapidly growing. According to industry estimates, the size of the entire Korean shoe market is 4 trillion won (US$3.37 billion), of which walking shoes and toning shoes make up 6-7 billion won. More than 20 brands sell them, and each year the market for them has seen explosive growth of 40-50%.
업계 관계자는 “걷기열풍과 함께 워킹화와 토닝화 수요가 2~3년 전부터 급격히 증가하기 시작했다”며 “최근 들어 기능성 운동화는 브랜드별 전체 신발 매출의 70% 이상을 차지할 정도로 잘 나간다”라고 말했다. 그는 이어 “그간 업체들의 광고가 국내 소비자들의 구매의욕을 자극해왔기 때문에 이번 미국 공정위의 조치는 국내시장에도 상당한 영향을 미칠 것”이라고 내다봤다.
An industry insider said “With the new walking craze, the demand for walking and toning shoes started dramatically increasing from 2 to 3 years ago”, and that “these days, sales of ‘functional shoes’ make up over 70% of the total sales of those companies that sell them”. Accordingly, “because [Korean] shoe advertisements [likewise] stimulate Korean consumers’ desire to purchase them, the FTC’s decision is expected to have a considerable effect [on the Korean market]”.
리복 코리아는 미국에서 문제가 된 광고를 그대로 가져와 쓰지는 않았으나 토닝화의 몸매 보정 효과를 홍보해왔기 때문에 국내 광고도 논란이 일 것으로 예상된다. 리복 코리아는 미스코리아 출신 이하늬씨를 광고모델로 기용하고 “움직이는 것만으로 바디라인이 살아납니다”라는 홍보문구를 내걸며 몸매 보정 효과를 강조해왔다.
While the problematic US advertisements were not used in Korea, as the marketing here has likewise emphasized the toning effects of the shoes, Reebok Korea is expected to come under a lot of criticism. [Specifically], Rebook Korea hired former Miss Korea (2006) Lee Ha-nui to emphasize their [claimed] toning effects, using the catchphrase “Just by moving, you’ll get a bodyline”.
(James – I’m not so sure that the US advertisements weren’t used in Korea. Not only were untranslated versions widely available on the Korean internet from the outset, but many – like the example below – were indeed translated [albeit not literally: “S-line” isn’t English], including the notorious one of a [faceless] women’s breasts griping about all the attention her newly toned buttocks were getting)
국내에서는 2~3년 전부터 걷기 열풍이 불면서 리복, 프로스펙스, 뉴발란스, 르까프, 휠라 등이 기능성 신발을 내놨다. 이 시장은 2005년 500억원에서 지난해 6000억원(삼성경제연구소 추정치)으로 5년 만에 10배 이상 커졌다. 이 가운데 대표적인 기능성 신발이 토닝화다. 토닝화는 올들어 워킹화와 러닝화에 밀리기는 했지만 기능화 시장의 성장을 주도했다.
As a walking craze has developed over the last 2-3 years, a number of companies have started producing functional shoes, including Reebok, Prospecs, New Balance, LeCaf, and Fila. According to estimates by the Samsung Economic Research Institute (SERI), the market has grown from 50 billion won in 2005 to 600 billion won in 2010, more than a ten-fold increase in only 5 years.
Of these functional shoes, toning shoes are representative [most popular?], their sales still trailing those of walking and running shoes but leading the growth of the functional shoe market.
국내 한 백화점에서 12만9000~16만9000원에 팔리고 있는 리복 이지톤 시리즈는 지난해 리복 매출의 50%를 차지했다. 리복의 과장광고가 미국 당국의 제재를 받았다는 사실이 알려진 뒤 온라인상에서는 “미국에서 허위광고로 거액을 물게 됐다는데 국내에서는 환불을 해주지 않느냐”는 소비자들의 주문이 이어지고 있다. 리복 코리아 측은 국내 광고 중단이나 환불에 대한 공식 입장을 내놓지 않은 채 “아직 내부적으로 대응방안을 논의하는 중”이라고만 밝혔다. 미국의 유명한 기능화인 스케쳐스도 FTC 조사를 받고 있는 것으로 알려졌다.
In Korean department stores, EasyTone sell for between 129,000 and 169,000 won, and last year made up 50% of Reebok’s total sales. Online, Korean consumers have been asking “In America, Reebok had to pay back a lot of money for its false advertising. Will we receive refunds too?”. But as of yet, Reebok Korea has made no official announcement as to whether its Korean advertisements will be suspended, other than to say “We are still formulating a plan on how to deal with this domestically”.
[Meanwhile], in the US the FTC is also investigating the famous functional shoe manufacturer Sketchers.
스케쳐스 국내 판매업체인 LS네트웍스 관계자는 “미국 스케쳐스에 대한 FTC 조사는 아직 진행 중인 것으로 알고 있다”며 “올해부터 본사 차원에서 토닝화보다는 워킹·러닝 겸용화를 주력 상품으로 밀고 있다”고 말했다.
Sketchers are sold in Korea via LS Networks. A person in the industry said they were aware of the FTC investigation, and that “from last year, Sketchers head office has focused its efforts more on combination walking and running shoes than on toning shoes”.
리복은 지금 한국에서도 몸매 보정 효과를 스타를 앞세워 홍보하며 판매에 들어갔기 때문에 공정거래위원회가 소비자 보호를 위해서 미국처럼 어떤 조치를 취할 지 궁금해지네요. 지금 엄청 잘 팔리고 있잖아요.
Because of exaggerated advertisements, Rebook has had to refund 30 billion won in Korean money, and suspend such advertisements for them. Look at the CBS report below [available on the blog], LOL. The expensive price of the shoes was unnecessary. Um…
In Korea too, because Reebok has used stars to wax lyrical about the toning effects of the shoes, I wonder what measures will be taken here. They’ve been selling unbelievably well these days.
사실 리복 뿐인가요?
벌써 여러 브랜드에서 난리가 났죠. 이런 토닝화는 뉴 밸런스 및 스케처스, 아식스,프로스펙스 등 많은 업체에서 생산되고 있으며 켤레당 좀 비싼 편에 속하죠.
Is it just Reebok? No, already many brands are involved in the boom, like New Balance, Sketcher, Asics, Prospecs, and so on. All of their toning shoes are really expensive too, yes?
미국에서 는 FTC 발표에 대해서 뉴 밸런스는 아무 말도 없었고 논평 요청에 응하지 않았지만 스케처스는 지난 8월 미 증권관리위원회(SEC)에 대한 보고에서 FTC가 ‘쉐이크 업’ 등 자사 토닝화 광고를 조사하고 있다고 밝 혔다네요.
과학적 기능이 아주 조금 들어갔다가 뻥튀기고 되어 나온 걸까요?
저도 스케쳐스 이전 버젼이 있는 데요. 꽤 편하거든요. 어떤 효과가 있는 지는 아직도 못느끼고 있지만 ㅎㅎ :)
암튼 과대 광고로 돈 벌 생각만 한 기업주들은 이번에 제대로 사과하셔야 할 듯하네요. 소비자들도 너무 믿으면 안될 것 같아요.
In America, New Balance made no statement about the FTC’s decision, but Sketchers said that toning shoe advertisements were [already?] under investigation in the August report of the Securities and Exchange Commission (SEC), in a shake-up of the industry.
Have the scientific functions of the shoes been completely exaggerated?
I have an old version of Sketchers toning shoes. They’re actually really comfortable. [Although] I haven’t noticed any benefit from them yet… LOL :)
Anyway, if companies make exaggerated claims in ads, only thinking about making money, then they should properly apologize. And consumers shouldn’t be so gullible.
일단 돈 조금 더 벌려다가 기업 이미지 나빠지고 고객들에게 미움 받고 돈도 돌려줘야 할 판이 되어 버렸네요.
토닝화 중에서 리복이랑 아식스가 제일 이쁘던데,,,,,음…..그게 과학의 값이 아니라 스타 광고와 디자인 값이었나봐요. 일반 운동화와 별 차이가 없다면 가격을 더 내려야 할 듯…한국 리복은 여전히 광고하고 온라인 샵 할인판매 하던데요?
By the way, I heard a civil suit is in progress [in America?]. In Korea too, there will be many people planning to do the same…um…
For starters, the shoe companies were making a little more money, but are now getting a bad image and receiving a lot of hatred from consumers, so they have to pay the consumers back.
Out of toning shoes, I think Reebok’s and Asics’ are the prettiest…um…but I guess the high prices were not for anything scientific in them, but their star ads and their design. If there’s no difference with normal exercise shoes though, then their price should be lowered. How on Earth can Reebok Korea still have ads for them and sell them on their online shop?
앞으로~~~~
한국은 어찌 처리 하려나?? 궁금해집니다.
아식스스포츠, 리복, 나이키, 뉴발란스, 푸마, 프로스펙스, 르까프, 스케쳐스 등등 너무 많은 브랜드의 기능화들,,,,
소비자에게 양심을 지키고 있을 지 기대됩니다.
From now on…
What will happen in Korea? I’m curious.
Asics, Reebok, Nike, New Balance, Puma, Prospecs, LeCaf, Sketchers…there’s so many brands selling functional shoes…I look forward to them keeping their conscience towards consumers
환불 보상 TIP: 현재 리복 코리아는 말이 없지만 리복 본사 사이트에 가셔서 구입한 영수증 등의 자료를 영어로 문서화해서
구입을 증명할 경우 보상 받을 수 있다고 합니다. *^_^* 아래 동영상 < sbs 5분 경제 >맨 마지막부분에서 언급합니다.
동영상 03분 50초 정도 맞추세요.
“일단 우리 소비자들도 리복 본사 홈페이지에 들어가면, 인터넷을 통해서 환불 접수를 할 수 있습니다.
다만 영어로 구매를 증명해야하고, 또 번거로운 절차를 밟아야 하는데, 리복 코리아측.
소비자들의 궁금증에 대해서 제품을 판매할 때처럼 적극적으로 책임있는 답변 내놔야 하겠습니다.”
Here’s a tip for getting a refund: at the moment, Reebok Korea hasn’t said anything about it, but if you go the main [English] Reebok site, and convert your proof of purchase documents into English, then you can receive one. *^_^* See the “SBS 5 Minute Economy” news video here [like the last one, stubbornly resisting embedding or recording sorry!] at about 3:50 for more information. As it says:
“First, Korean consumers have to go to the English Reebok site [James – or via the FTC itself here]. From there, they can apply to receive a refund. However, this is a troubling and annoying procedure, as it has to be done entirely in English.
Producers that so aggressively sold such shoes, should be equally proactive and aggressive in fulfilling their responsibilities to consumers”. (end)
As I type this a week after the news first broke, unfortunately both the Korean media and consumers seem relatively aloof, with only a handful of stories about it, and fewer still going beyond simply stating the facts of the US case: those 3 above cover pretty much everything I’ve been able to find about the impact on Korea. While that was disheartening, I do think the FTC’s shake-up of the industry means toning shoes’ days are numbered. And that if manufacturers continue to pretend US rulings didn’t occur, then ultimately Korean consumers will express their displeasure with their wallets.
On the other hand, I also find the blogger’s (and SBS news reporters’) sentiments a little naive: with 2/3rds of EasyTones sold outside of the US (and I’d wager a good many of those in Korea), as explained in The Consumeristhere and here, then, ironically, Reebok may be just as concerned about the Korean government’s reaction as it was the FTC’s. In which case, it’s no wonder that Reebok Korea hasn’t even acknowledged the FTC ruling, and I certainly don’t expect them to do even that unless Korean consumers force them!
What do you think will happen next? Anybody have EasyTone shoes (hey, we’ve all bought stupid things!), or know somebody that does?
Update: As I’ve learned from this comments thread, satire and irony is much more common in Korean popular culture than I gave it credit for. However, they’re also definitely used and expressed in very different ways by Koreans and Westerners, as this comment there makes clear.
Update 2: Consider this quick observation about sarcasm too.
To put it mildly, Koreans don’t often use satire and irony in their popular culture. And when non-Koreans do? Hell, that can even getthemdeported.
Which explains many of the Korean reactions to the video above, at first sight part of a US-made documentary dismissing Korean claims of cultural theft by foreigners. But actually, it’s one of a series of commercials by the Korean company Mr Pizza (미스터피자). Not only hilarious in their own right, I’m struggling to think of any similar Korean send-ups of real-life examples of excessive, often downright looney Korean nationalism. Or at least by as prominent a source as Jeong Woo-hyeon (정우현), chairman of the company since 1989.
Granted, some things Koreans are proud of only appear absurd in translation. But then there are cases like this completely serious claim that Christmas trees the world over are Korean, for instance, and that consequently the world owes Korea royalties. Live in Korea, and one hears of similar things every other week, let alone faces a daily deluge of related advertisements and government and NGO campaigns.
Indeed, many of these are referenced and joked about in the commercial, which is part of what makes it so funny. For starters, take the man at the beginning holding a placard saying “도둑” (thief): no big deal to most foreign observers, it encourages a double-take by those who expected it to say “독도” (Dokdo) instead. A little later, many of the images on the college dropout’s computer and on his walls are well-known on the Korean internet (especially that map). And so on.
As of yet though, unfortunately the campaign doesn’t seem to have been picked up by the Korean media. While I expect it will be eventually (as I type this, a duplicate YouTube video has nearly 100,000 views, and many more comments), it has to be said that, expats aside, it will have the most appeal to Korea’s more cosmopolitan consumers, who are more likely to think out of the box. But that’s a good start, and indeed one of them is busy emailing her friends about it in the next room, many of whom are overcoming their instinctive defensiveness and ultimately enjoying it just as much she did!^^
(Many thanks to dogdyedblack, both for passing on the video and his astute observations.)
(Source: Busan Focus, p. 15, July 12 2011)
(Source: Seoul Focus, May 17 2011, p. 13)
(Source)
물론 의류모델로서 신세경의 란제리룩 사진 모습은 날씬한 S라인 몸매는 물론 다리도 잘 빠진 각선미를 자랑했습니다. 영화 짐승 시사회의 현실 사진과는 크게 달랐던 것이지요. 결국 광고 사진은 포토샵에 의해 크게 보정된 것이었습니다. 광고 속 스타들의 모습이 포토샵에 의해 보정된다는 정도는 알고 있었지만 이렇게 심할 것이라고는 생각하지 못했습니다. 지금까지는 약간 보정하는 수준이라고 대수롭지 않게 치부했습니다.
그렇지만 실제와 다른 스타 연예인들의 포토샵 광고로 대중들을 기만하는 것은 다시 심하지 않나 싶습니다. 일부 대중들이나 청소년들이 광고 속 이미지만 보고 다이어트를 하다가 오히려 건강을 해치는 경우도 발생하고 있다고 합니다. 광고가 아무리 믿을 수 없다고 하더라도 여전히 대중들은 광고에 현혹돼 현실과 이상의 차이를 구분하지 못하는 경우가 허다합니다.
Actually, these days stars get cosmetic surgery to the extent that people think it’s normal for them, and that that is what’s responsible for their attractive appearance. Because of that, having their appearance altered by photoshop in ads is also seen as normal [James – a bit of a leap?]. Is this the age of the photoshop beauty then?
The Grand Narrative 
